The Bharatiya Janata Party appointed Deepak Mhaske as the new chief of its IT Cell, replacing Amit Malviya.
This leadership change signals a strategic pivot in how India's ruling party communicates with the electorate. By focusing on short-form video and youth-centric platforms, the BJP aims to secure a stronger foothold among first-time and young voters ahead of future elections.
Mhaske said the party will prioritize Instagram and reels to reach Gen Z. The strategy involves creating platform-specific content tailored to the consumption habits of younger users rather than relying on traditional broadcast methods.
As part of the broader restructuring of the digital wing, the party has appointed four state coordinators [1]. These roles are intended to decentralize the IT Cell's operations and ensure that digital outreach is synchronized across different regional contexts.
The shift comes as the party seeks to improve its digital outreach and strengthen its connection with a demographic that increasingly relies on social media for political information. The restructuring follows a period of online backlash, prompting a re-evaluation of the party's digital presence.
By moving away from the previous leadership under Malviya, the BJP is betting that a more visually driven, fast-paced content strategy will resonate more effectively with the current generation of Indian voters. The appointment of state coordinators suggests a move toward more localized digital campaigning, a necessity in a country with diverse linguistic and regional political landscapes.
“The BJP is shifting its digital strategy toward Instagram reels and platform-specific content to engage younger voters.”
The transition from Amit Malviya to Deepak Mhaske represents a tactical evolution in Indian political communication. By prioritizing Instagram reels over traditional text or long-form posts, the BJP is acknowledging the decline of traditional media consumption among Gen Z. The addition of state coordinators indicates a shift toward 'hyper-local' digital targeting, attempting to blend national party messaging with regional cultural nuances to maximize electoral appeal.
