NEW DELHI, Aug 6 - Indian Prime Minister Narendra Modi took to Instagram recently with selfie-style videos shot after hours in a bid to win over young voters following Gen-Z protests that highlighted growing frustration over a lack of job and education opportunities.

From clips showing the prime minister in a biker jacket and sunglasses against a rap soundtrack, to others that borrow the theme song from the sitcom Friends to signal his dependability, the messaging of Modi's party has pivoted towards the young.

A vertically shot clip posted on July 31 featuring Modi uttering a casual greeting, "Hi, friends" was the latest in his digital charm offensive that aims to win over 400 million Gen-Z voters ahead of general elections in 2029.

"They are platforms where you broadcast a well-rehearsed and disciplined political message to millions of followers in a top-down manner," said Delhi-based political columnist Asim Ali.

The pivot to youth-focused social media follows protests last month that led to the resignation of the education minister after tens of thousands of students and job seekers took to the streets.

The outcry was triggered by a leaked examination paper in a country where such tests are seen as opening the gates to professional careers and eventual financial security.

MINISTERS, GOVERNMENT DEPARTMENTS ISSUE CLIPS

Modi's videos have spurred cabinet ministers and government departments to issue a stream of short, lightly edited clips online over the past 10 days, with the foreign ministry becoming the latest on Thursday, saying it will take to Snapchat.

Since sweeping to power in 2014, Modi has been credited with transforming political communication in India, using digital platforms to build a direct connection with voters.

Analysts say his ruling Bharatiya Janata Party also developed a highly effective communications network across television news channels and social media platforms such as WhatsApp and X.

But platforms such as In...