Modi spent years building his strong image - why is he making Gen Z reels now?

Narendra Modi, the 75-year-old Indian prime minister, is attempting to connect with the younger generation on Instagram by adopting a more casual and relatable style. The party has long used WhatsApp groups, Facebook pages, and X accounts to promote its message, but Modi's recent Instagram presence featuring candid content and selfies has drawn attention.

While some young users appreciate the outreach, others find the timing and messaging questionable, particularly as it fails to address the concerns that sparked the recent youth protests. The BJP has been receiving criticism for its social media performance, leading to the appointment of a new social media chief and a report card for federal ministers on their engagement.

The party's attempts to reach younger audiences on Instagram face challenges in controlling the conversation and adapting to the platform's affect-centric nature.