Modi spent years building his strong image – why is he making Gen Z reels now?

Modi's timeline, which until a month ago featured carefully curated posts, now also includes more "candid" content, such as a get-ready-with-me reel and several selfie-style addresses to young people, whom he calls "friends".

The 75-year-old leader - who has long cultivated a strongman image through scripted speeches, formal broadcasts and carefully choreographed appearances - has in recent weeks adopted a more casual style on Instagram, the photo and video platform popular with young people." Young users say that the most important thing for them is that leaders listen to their concerns instead of chasing trends However, getting attention on Instagram is one thing and controlling the conversation there is another.