Indian Prime Minister Narendra Modi is changing his social media approach to reach younger audiences, particularly Gen Z voters, through Instagram. The shift includes more relaxed and seemingly spontaneous content on an account previously dominated by carefully curated posts, including a “Get Ready With Me” reel, selfie videos and references to young people as friends. The report was published on August 22, 2026.

The Bharatiya Janata Party became more active on the platform after the recent Cockroach Janata Party movement, which spread through memes, livestreams and Instagram reels before affecting street politics and contributing to a central minister’s resignation. More than 60 percent of India’s population is under 35, and Gen Z could become a major voting bloc in the 2029 election. BJP social media pages are also using memes, slang and pop-culture references.

Many young users have treated Modi’s new videos as humorous or “cringe” content rather than political messaging, with his first selfie video widely mocked and edited for circulation online. Analysts say Instagram’s focus on engagement, shares, comments, repeat viewing and watch time makes message control harder. They add that online popularity and electoral victory are different, while BJP’s organisation and voter base remain central to its electoral strength.