Deepak Mhaske, the new chief of the Bharatiya Janata Party (BJP) IT Cell, has announced a digital strategy focused on Gen Z outreach [1].
This shift in communication marks an effort to modernize the party's digital footprint. By targeting younger demographics through short-form video, the BJP seeks to secure a stronger connection with first-time voters and combat misinformation using what Mhaske described as truthful content [1, 2].
Mhaske outlined a roadmap that emphasizes Instagram and Reels to broaden the party's reach [1, 2]. The strategy aims to move beyond traditional messaging to engage users where youth activity is highest. This transition comes as the party seeks to refine its online presence to counter digital backlash [3].
As part of the broader restructuring of the IT cell, the party appointed four state coordinators [3]. These roles are intended to streamline the delivery of content across different regions of India.
There are conflicting reports regarding the nature of the leadership change. IndiaWest reported that the BJP fired Amit Malviya as IT cell chief to appoint Mhaske [3]. However, during an interview with NDTV, Mhaske said he is not replacing Malviya [1].
The new approach focuses on the rapid consumption patterns of younger audiences. By leveraging the algorithmic nature of Reels, the party intends to push its agenda into the feeds of users who may not follow political accounts directly [2].
“The BJP seeks to secure a stronger connection with first-time voters.”
The pivot toward short-form video reflects a broader global trend in political communication where traditional long-form messaging is replaced by algorithmic, high-engagement content. By targeting Gen Z specifically, the BJP is attempting to hedge against demographic shifts in the Indian electorate and reduce its reliance on older, more established digital platforms.
