Since sweeping to power in 2014, Modi has been credited with transforming political communication in India, using digital platforms to build a direct connection with voters. Analysts say his ruling Bharatiya Janata Party also developed a highly effective communications network across television news channels and social media platforms such as WhatsApp and X. But platforms such as Instagram reward spontaneity, humour and authenticity over tightly scripted messaging, said Ali. Amit Malviya, the BJP’s social media chief, declined to comment and queries sent to four national party spokespersons went unanswered. There will be more focus on Instagram, but it remains to be seen if Gen Z buys into that.”