Prime Minister Narendra Modi told Union ministers to increase their activity on Instagram to better connect with India's youth [1].
The directive marks a strategic shift in how the Indian government communicates its initiatives to the country's large Gen Z population. By leveraging short-form video, the administration aims to make government schemes more accessible and engaging for a demographic that consumes information primarily through social media [2].
During a Cabinet meeting in New Delhi, Modi said his ministers should move beyond traditional communication methods [1]. He said there is a need for interactive content to bridge the gap between the state and young citizens [3].
"Be active on Instagram," Modi said [1].
The Prime Minister specifically highlighted the use of reels as a primary tool for this outreach. He said the government must adapt to the platforms where young people spend their time to ensure that public policies are understood and utilized [2].
"We need to reach out to Gen Z through reels and interactive content," Modi said [2].
This push for digital modernization comes as the government seeks to promote various national schemes. The use of Instagram allows for a more visual and immediate delivery of information, reducing the reliance on formal press releases or long-form documents that may not resonate with a younger audience [2].
Ministers are expected to integrate these social media strategies into their departmental communication plans. The goal is to transform the image of government bureaucracy into something more relatable and dynamic [3].
“"Be active on Instagram"”
This directive signals a formal institutionalization of 'influencer-style' communication within the Indian cabinet. By mandating the use of reels and interactive content, the Modi administration is acknowledging that traditional governance communication is insufficient for Gen Z. This move suggests a broader strategy to secure political and social alignment with the youth by mirroring their digital habits.
