The BJP appointed Deepak Mhaskey as its new national social media convenor on Monday, replacing longtime head Amit Malviya [1].
This leadership change signals a strategic pivot in the party's digital communication. By replacing a decade-long incumbent, the party aims to refresh its outreach and specifically target Gen-Z voters [2].
BJP president Nitin Nabin said the reshuffle occurred at the party's national office. Malviya had led the BJP's social media outreach for 11 years [3]. Mhaskey, who hails from Raipur, Chhattisgarh, is a former chemistry professor [4].
According to party records, Mhaskey brings 15 years of experience in the BJP's IT and social media operations [5]. His appointment is part of a broader organizational overhaul that includes the addition of four new social media co-convenors [4].
This latest set of appointments comes nearly seven months after the previous organizational change within the BJP [6]. The move suggests a continuing effort to modernize the party's digital infrastructure and diversify the leadership overseeing its online presence.
While Malviya's tenure was defined by a specific era of digital campaigning, the party's new direction focuses on evolving platforms and younger demographics [2]. The addition of co-convenors indicates a shift toward a more distributed leadership model for the social media department [4].
“The BJP appointed Deepak Mhaskey as its new national social media convenor on Monday.”
The removal of Amit Malviya after more than a decade suggests the BJP is moving away from its established digital playbook. By appointing an academic with deep internal IT experience and expanding the leadership team with co-convenors, the party is attempting to pivot its messaging to appeal to a younger, digitally native generation of voters ahead of future electoral cycles.
