Driving Naari Programme launched in Chandigarh
On Tuesday morning, something unusual happened. Prime Minister Narendra Modi, from his personal X handle, posted something that can at best be described as ultra-combative.
With multiple emoticons, the PM took on his detractors, who had a “meltdown” after Sunday’s results were out. He was responding to a journalist, where Modi called it their “arrogance” and “pessimism”, while cautioning about their “divisive agenda”, which he called an “old habit” of 70 years – a clear reference to the Congress. Then came the unusual bit, PM Modi asked them to be prepared for many more “meltdowns” in the coming days – a super combative Narendra Modi, even in contrast with his usual aggressive avatar.
But the Bharatiya Janata Party (BJP) leadership insists this is not out of character. It has been overall tone and tenor of the BJP’s social media posts in the past few months and the Prime Minister’s super-aggressive post on X was only complimenting the BJP’s overall social media strategy, which they claim is to take on the “opposition ecosystem” head-on.
The BJP leadership quoted here isn’t wrong. The party has been largely pushing its content on Instagram in the form of reels off late with much regularity to cater to Gen Z and Millenials who have an attention span of 30 seconds and want things provocative. No wonder, the BJP’s social media content, particularly Instagram reels, has seen an aggressive tone where the party is running campaigns catering to the Insta crowd, which is getting them huge traction in return. Some reels have got the saffron party as high as 1.5 million views, helping cement the BJP’s social media tone to be generally aggressive.
Take the BJP’s ‘Spotify Wrapped’ reel of Rahul Gandhi, which was posted recently and has a whopping 5.3 million views. It was shared 566,000 times. But what was it about that caught so much attention?
An imaginary ‘Spotify Wrapped’ of Gandhi. Once you log in to the music streaming app, your personalized look back at 2023 appears – that’s Spotify Wrapped. The singers who have most listened to or the songs you have most streamed. This imaginary one of Rahul Gandhi’s addresses him as ‘Pappu’ and shows he has the ‘Chinese national anthem’ as his most favourite song. It also had ‘Moye Moye’ among the top 5. The reel claims he has listened to songs from Bangkok, Italy, and George Soros Headquarters
