Prime Minister Narendra Modi has shifted to Instagram Reels, replacing his signature cinematic videos with self-recorded messages to reach Gen Z amid widening student protests across India.
The strategic pivot reflects changing communication tactics as demonstrations spread through the country. Modi's new approach centers on raw, unpolished Reels content rather than the polished, professionally produced videos that characterized his previous digital strategy.
The move targets younger demographics who dominate short-form video platforms. Instagram Reels, Meta's TikTok competitor, has become a primary information source for Indian youth, making it a direct channel to protesters and their supporters.
Student-led movements have increasingly mobilized through social media, with Instagram serving as a key organizing platform. By adopting Reels, Modi's administration attempts to engage the demographic driving current unrest while countering narratives shaped on the platform.
The shift underscores how political communications in India are evolving. While traditional broadcast media remains influential, political figures now recognize the necessity of presence on platforms where younger voters consume content. The efficacy of this strategy in addressing underlying grievances remains uncertain.
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