3 weeks ago
BJP's Gen Z Charm Offensive Follows Jantar Mantar Protest Crisis
The Bharatiya Janata Party, usually called the BJP, is one of the biggest political parties in India.
Some young people were very upset about exam paper leaks, so they protested for 36 days at a place called Jantar Mantar.
Because of those protests, a government minister named Dharmendra Pradhan had to leave his job.
Now the BJP wants young people to like them again.
Party members are using young people's words, like FOMO and Delulu, in Parliament.
Prime Minister Narendra Modi is posting videos on Instagram to talk to young people.
In Mumbai, there are posters that say people love both Gen Z and the Prime Minister.
The BJP is also planning fun events for Independence Day and other festivals to attract young people.
The leader of the RSS even met with thousands of school students.
Some people laugh at the BJP's new style, but the party thinks it is working.
The BJP launched a Gen Z-focused outreach after the 36-day Jantar Mantar protests forced the resignation of minister Dharmendra Pradhan.
Young BJP and allied MPs used words like 'FOMO', 'MIA' and 'Delulu' during the Parliament debate on the new anti-paper leak law.
PM Narendra Modi has taken to Instagram, posting reels addressing the paper leaks issue and protesters who abused him and his mother.
Sponsor-less billboards in Mumbai vow support for 'both' Gen Z and the PM, promising not to march behind anti-Prime Minister slogans.
The BJP and RSS plan further outreach through the Tiranga Rally from August 10-15, cultural festivals, and events with social media influencers.
- Who
- The Bharatiya Janata Party (BJP) and its allies, led by PM Narendra Modi, along with the RSS and young Indian protesters and voters.
- What
- A Gen Z-focused outreach and image-repair campaign built on social media, youth slang, unsponsored billboards, and festival events.
- Where
- India - Parliament, Instagram, the streets of Mumbai, and planned public meetings across the country.
- When
- During the current Parliament session, following the 36-day Jantar Mantar protests; outreach continues through the August 10-15 Tiranga Rally and upcoming festivals.
- Why
- To counter youth discontent and contain political damage after the Jantar Mantar protests forced a minister's resignation.
Protesters and Opposition
BJP and RSS
Reason for the youth outreach
Protesters and Opposition
Critics see the Gen Z push as a rushed reaction after the Jantar Mantar protests posed the Modi government its biggest crisis.
BJP and RSS
BJP leaders insist the outreach is not entirely driven by the protest and that the party has always reinvented itself on social media.
Handling the protesters
Protesters and Opposition
Protesters' anger over paper leaks fuelled the crisis, and NCP (SP) MP Supriya Sule warned the Treasury benches not to be 'in delulu' about Gen Z support.
BJP and RSS
The BJP plans to underline the difference between 'violent and non-violent' youth protesters and highlight alleged exam irregularities in Opposition-ruled Punjab and Jharkhand.
Style of the outreach
Protesters and Opposition
Some observers snigger at the campaign as 'cringe', from MPs' slang and billboards to Modi's Instagram reels.
BJP and RSS
The BJP is 'more or less convinced' it has contained damage to the image of the government and PM, and will continue the outreach naturally.
Key facts
- Trigger
- 36-day Jantar Mantar protest led by the 'Cockroach Janta Party'
- Resignation
- Minister Dharmendra Pradhan resigned after the protests
- Gen Z slang used
- FOMO, MIA, Delulu, 'Vasteguna Huiya', 'Kuchu Puchu', 'Clock It'
- Key social media move
- PM Modi posting reels on Instagram addressing the paper leaks issue and protesters
- Mumbai billboards
- Sponsor-less posters vowing 'I won't march behind Anti-Prime Minister slogans', including one near the BJP office at Dadar
- RSS event
- Mohan Bhagwat meeting 2,000-plus high school students from over 100 cities in Mumbai
- BJP Instagram post
- August 4 collage of Modi with young people set to rap music
- Upcoming outreach
- Tiranga Rally (August 10-15) plus Janmashtami, Ganesh Chaturthi and Navaratri festivals
Quotes
Senior BJP state leader
A senior BJP official speaking about the party’s response to protests
“The PM addressed the issue of reaching out to the youth at the meeting of NDA floor leaders in Parliament last week. Now, the initiatives will be on the individual level – the more interactive and the less amplificatory in nature, the better… So the party is likely to organise big events with Gen Z influencers in attendance and the party may have a dedicated cell with outreach to them at its core after the Parliament Session concludes.”
indianexpress.com
“After the PM has already issued a video and taken concrete action seeking the resignation of Dharmendra Pradhan, we don’t feel the necessity to immediately counter hard… Yet, we are going to carry out the Gen Z outreach plan in a natural process.”
indianexpress.com
Sources
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