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

What the report says

Narendra Modi is drawing attention for a noticeably more casual social media style on Instagram, where the Indian prime minister has recently shared selfie-style videos, a get-ready-with-me reel and other posts aimed at younger users. BBC News, reporting from Delhi, said the shift contrasts with the more formal, tightly controlled image Modi has long projected. His Instagram account has more than 106 million followers, making him one of the platform’s most followed political leaders.

The BBC said the change comes after youth-led protests in India that spread online through memes, livestreams and reels before gaining enough momentum to help force the resignation of a federal minister. Analysts and young users interviewed by the outlet suggested the BJP was trying to respond to a more internet-native political environment, especially as Gen Z and younger voters become a larger electoral force. The party has also begun using more memes, slang and pop-culture references on its own social channels.

Reaction to Modi’s new approach has been mixed. Some young users viewed the posts as awkward or performative, while others said the issue was less the format than whether leaders were addressing their concerns. The BBC noted that Modi’s team has also experimented with different filming styles after early criticism, and that the BJP has recently increased internal pressure on ministers to improve their social media presence.

The broader significance, according to the BBC’s reporting and expert commentary, is that winning attention on Instagram is not the same as controlling political messaging there. The platform rewards engagement and can easily turn serious content into irony or mockery, creating a challenge for parties built around more centralized online networks.