Indian Prime Minister Narendra Modi has intensified his presence on social media following widespread youth protests over employment opportunities and education, launching a new digital campaign aimed at younger voters ahead of the 2029 general election.
According to Reuters, Modi has recently appeared in a series of short, informal videos featuring selfie-style recordings, casual clothing, rap music and even the theme music from the television series “Friends.” His latest video opens with the greeting “Hello friends” and forms part of the ruling Bharatiya Janata Party’s effort to strengthen its appeal among younger audiences.
The shift comes after nationwide demonstrations by students and job seekers in July following the alleged leak of questions for India’s national medical entrance examination and the subsequent resignation of the country’s education minister.
Reuters also reports that Modi has instructed cabinet ministers to become more active on social media platforms popular with younger users and to produce content that appears more natural and less heavily edited. India’s Ministry of External Affairs has also announced plans to launch an official presence on Snapchat.
Analysts note that more than half of India’s 1.4 billion people are under the age of 35, making younger voters a decisive electoral group ahead of the 2029 national elections.
Some political observers, however, caution that the success of the strategy will depend on whether young users embrace political content on social media and whether online engagement translates into electoral support.
