Fadnavis Uses AI Videos, Shiva Temples to Connect With Maharashtra's Gen Z

Maharashtra Chief Minister Devendra Fadnavis has launched a social media campaign aimed at connecting Gen Z with the state’s religious and historical heritage, with a focus on prominent Lord Shiva temples. The initiative comes during the holy month of Shravan and follows recent youth protests in New Delhi and parts of Maharashtra over issues including the alleged NEET-UG 2026 paper leak and perceived government inaction. The ruling Mahayuti government has also announced 1,000 job fairs across the state, to be conducted until March 2027.

Fadnavis has been using social media and the ongoing Tiranga Yatra to promote Maharashtra’s heritage sites and encourage young people to explore the state’s cultural history. As part of the campaign, he recently shared an AI-generated animated video about the Bhimashankar Jyotirlinga in Pune district. The video features a grandfather narrating the temple’s story to his two grandchildren and encourages them to move away from excessive social media use and learn more about Maharashtra’s heritage.

On Friday, Fadnavis shared a message about the Trimbakeshwar temple in Nashik as part of the campaign. He described the initiative as “Maharashtra’s Shivdhara” and said that connecting young people with their culture would help preserve the state’s religious and historical heritage. The Chief Minister’s Office said the campaign carries a simple message of preserving Maharashtra’s heritage while encouraging young people to remain aware of the state’s history.

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The campaign comes after RSS chief Mohan Bhagwat’s recent interaction with a Gen Z audience in Mumbai, where he urged young people to remain connected with their roots. Fadnavis has adopted a similar approach by using digital content and social media to present cultural and religious heritage in a format aimed at younger audiences. The initiative combines traditional themes with technology, including AI-generated storytelling, to make the content more accessible to Gen Z.

More Shiva temples are expected to be featured in the campaign in the coming days, including Aundha Nagnath in Marathwada and Ghrushneshwar in Chhatrapati Sambhajinagar. The initiative is being positioned by the Chief Minister’s Office as a cultural and heritage effort rather than solely a religious outreach programme. However, its timing and focus have also drawn political attention, particularly as parties seek to engage younger voters following recent student protests.

Political analyst Abhay Deshpande said the BJP and RSS were historically able to connect with young people through strong religious and political messaging but suggested that today’s Gen Z may be less receptive to hardline religious politics. According to him, the organisations are increasingly using softer cultural messaging and nationalism to engage younger audiences. The campaign therefore represents an effort to combine Maharashtra’s cultural heritage, digital communication and nationalistic themes while appealing to a younger generation.

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