‘Hi friends’: Modi’s curious campaign to win over Gen Z

What the report says

Indian Prime Minister Narendra Modi is using late-night Instagram reels and a more informal social media style in an apparent effort to connect with Gen Z voters, according to Al Jazeera. The report says Modi and the ruling Bharatiya Janata Party have adopted this approach after recent protests associated with the Cockroach Janta Party, suggesting a broader push to regain attention among younger Indians.

The article frames the strategy as unusual for a leader who has long relied on a highly managed public image. Rather than formal political messaging, the campaign appears to present Modi in a friendlier, more casual tone, including direct appeals such as greeting viewers as friends. Al Jazeera describes this as a curious attempt to reach a generation that spends much of its time online and is often responsive to short-form video content.

The development matters because Gen Z is becoming an increasingly important political audience in India, especially as parties compete over digital influence and youth engagement. While the report does not provide polling data or election outcomes, it highlights how Indian politics is adapting to social media habits and to recent youth-led unrest. In general, this fits a wider pattern seen in many countries, where political leaders use platforms like Instagram to build familiarity and shape public perception.