Deepak Mhaskey Prioritises Instagram-Focused Outreach to Gen Z

The Bharatiya Janata Party’s newly appointed IT Cell chief Deepak Mhaskey has said Instagram Reels will be a key focus of the party’s digital outreach as it seeks to engage more closely with Gen Z voters. Mhaskey, who has succeeded Amit Malviya in the role, said the party plans to develop content specifically aimed at younger audiences and use short-form videos to communicate information about government policies.

Speaking to NDTV after his appointment, Mhaskey said Instagram would be among the party’s main priorities because of its popularity among young people. “Young people are mostly on Insta, so we will focus on disseminating information on government policies more via reels,” he said. He added that he would soon hold discussions with his team to formulate a dedicated strategy for reaching young audiences through the platform and other social media channels.

Mhaskey’s comments come amid growing political attention on social media platforms as parties seek to connect with younger voters. He said the BJP would focus on ensuring that “good and positive content” reaches Gen Z and that its digital communication reflects the needs of different sections of the youth. He also indicated that the party’s strategy would not be uniform across the country, saying social media outreach would be tailored to the specific needs and characteristics of individual states.

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Countering what the BJP considers foreign propaganda and misinformation will also be a major part of Mhaskey’s responsibilities. He said the party would seek to respond to narratives it considers false by presenting facts and would report accounts spreading fake news or what he described as “anti-India narratives” in accordance with Indian information technology laws. The comments indicate that the party’s digital strategy will combine promotional content with efforts to challenge information it believes is misleading.

Mhaskey has taken charge of the BJP’s IT Cell after Malviya led its digital operations for more than a decade. Malviya became closely associated with the party’s aggressive social media strategy and online political campaigning. Mhaskey, however, rejected the description of his appointment as a replacement for his predecessor, saying responsibilities are assigned within the party and that he intends to carry forward Malviya’s work and policies.

Unlike Malviya, whose public profile was closely linked to online political engagement, Mhaskey has built his reputation within the BJP through voter analysis, data work and campaign management. His appointment signals an emphasis on combining political communication with data-driven outreach. With Instagram, state-specific strategies and fact-based responses to online narratives emerging as key priorities, Mhaskey is expected to shape the BJP’s next phase of digital engagement with younger audiences.

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