The Bharatiya Janata Party (BJP) has intensified its digital outreach efforts on Instagram following Prime Minister Narendra Modi’s call for ministers and party leaders to engage more actively with young audiences through social media platforms. The move comes amid heightened political discussions surrounding the NEET-UG paper leak controversy and student protests demanding reforms in the examination system. In recent days, BJP leaders and Union ministers have increased their activity on Instagram, using short-form videos and reels to communicate directly with young voters.

The party’s digital strategy has focused on issues related to examination security, paper leaks and government measures aimed at strengthening the education system. Prime Minister Modi recently encouraged members of his Cabinet to use Instagram reels and other digital formats to connect with young people more effectively. Following the appeal, several BJP leaders have increased their presence on the platform, making social media a key channel for political messaging.

The party’s renewed focus on Instagram comes after student-led protests over alleged irregularities in the NEET-UG examination highlighted the growing role of online platforms in shaping public opinion. Social media, particularly Instagram, has become an important space for political campaigns, youth engagement and discussions on public issues. The Cockroach Janta Party (CJP), which led the student protests, emerged as an online satirical movement in May this year and gained significant attention on social media. The organisation reportedly built a large following on Instagram, demonstrating the influence of digital platforms in mobilising young audiences.

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Modi himself has increased his engagement on Instagram in recent days, posting selfie-style videos addressing young people and thanking them for their feedback on issues such as examination reforms. The Prime Minister, who joined Instagram in 2014, has built a substantial following on the platform. The BJP’s official Instagram account, which has millions of followers, has also increased its focus on examination-related content. Recent posts have highlighted alleged paper leak cases, including claims related to Punjab, while presenting the government’s position on strengthening the examination system.

The party has also shared clips from parliamentary proceedings related to the introduction of the Public Examinations (Prevention of Unfair Means) Bill. Through these posts, the BJP has accused opposition parties of disrupting discussions on the legislation while arguing that the law is aimed at preventing paper leaks and protecting students. The increased social media activity reflects a broader shift in political communication, with parties increasingly relying on digital platforms to reach younger audiences.

Short videos, reels and direct messaging have become central tools for political engagement, particularly among first-time voters and students. As debates over examination reforms continue, both the government and opposition parties are using online platforms to present their views and influence public perception. The BJP’s latest Instagram push signals an effort to strengthen its digital presence and connect more closely with young voters through issues that directly affect them.

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