India’s 75‑year‑old prime minister is now streaming casual, selfie‑style Reels on Instagram. It’s a stark departure from the scripted speeches that have defined his public image for decades, as he tries to speak directly to Gen Z.
Modi’s account, formerly full of curated content, now posts get‑ready reels, quick selfie a‑la‑selfie videos that declare him a “friend” to young people, and even references to Gen Z slang like the phrase “first in my bloodline to build a rocket, a chip and a drone.” The moves have given him over 106 million followers, making him one of the most‑followed political leaders on the platform.
The shift came after this year’s youth protests, organised by the satirical Cockroach Janta Party. The movement used memes, livestreams and Instagram Reels to mobilise, forcing a federal minister to resign and prompting the BJP to rethink its digital outreach.
Although the speeches and reels have drawn a huge audience—Modi’s first reel boasts over 400 million views—they also sparked a stream of sarcastic edits. Critics point out that the timing of the sudden surge in Instagram engagement feels opportunistic.
When Ginni Malia, 22, a representative voice for Gen Z, commented on the “cringe” nature of a later BJP gym‑scene reel, she noted that the videos were more fun than substantive. “The timing matters,” she said. “We need leaders who listen, not just chase trends.”
The BJP has replaced its social media chief, reminding that the party’s long‑standing network approach—WhatsApp, X, Facebook—does not translate well to Instagram’s focus on watch time and shareability.
Experts say the party may learn the platform’s rules—accepting irony and shared control—but recall that elections still rely on organisational strength rather than online popularity alone. “A party can win votes even if its Gen Z audience trollers its content,” says political scientist Joyojeet Pal.
See Modi’s self‑made reel. It remains to be seen whether the BJP will master this new digital frontier or stay trapped in a legacy of intense packaging.
