Instagram Rapping Filled with Gen-Z Jargon: BJP ‘Understood The Assignment’ to Engage New Voters

It is no secret that the Bharatiya Janata Party has been aggressively engaging with younger people. The BJP has now begun to carefully use Instagram to win over new voters. It has asked people to vote for the saffron party by using hip-hop or rap and popular Gen-Z lingo like “GOAT” and “OG,” which are colloquial terms often used by those in the 18 to 25 age range.

The message is still the same, but it is presented in a language this group can comprehend and is tailored to meet its goals.

THE BJP’S “CHOOSE THE GOAT” POST
“Vote for the GOAT” is the headline of the most recent Instagram post from the BJP. Here, Prime Minister Narendra Modi is referred to as the “greatest of all time,” or “GOAT.” Within twenty-four hours, 88,000 people liked the post. The song’s Gen-Z language rap serves as the basis for the video. The theme remains the same: PM Modi is an obsessive worker who wants to see Viksit Bharat become a developed country by 2047. But for this post, the terminology has been altered.

The song begins, “Yo, Namaskar Bharat and Jai Hind OG.” “Original Gangster” is shortened to “OG,” which is slang for a genuine yet extraordinary person. Even when PM Modi was summoned on stage at the most recent National Creators Award ceremony, he was referred to as “OG.”

The rap song begins, “He be hustling 24/7 for 2047, yo,” while young people in casual clothes shout, “Vote for the GOAT, Modi ko jaayega apna first vote.” “Guarantee hai pakki, FYI” becomes “Modi ki guarantee,” and optimistic investor emotions and money flow become “Line me saare hai investors.” Checks are ready to be funded; dene hai. Gen Z has been told that the economy is booming and that doing things on the internet is “DIY.” Here, “lit” refers to “excellent” in colloquial language, while “DIY” stands for “do it yourself.” It’s common to use terms like “swag” and “roast,” and the prime minister is referred to as the “Boss.”

The message remains same, but the communication approach is noticeably different in this case.

NOT THE LAST, NOT THE FIRST
Just one day before the first round of the Lok Sabha elections, the BJP conducted its most extreme outreach yet in a bid to win over new voters. However, the party has previously made similar initiatives to engage the younger voting base.

The Prime Minister summoned seven of India’s top gamers to a room at 7 Lok Kalyan Marg, his official house, a few days ago. The room was lit up with neon lights that reflected the mood of the generation the PM was meeting.

A select group of gamers, including Anshu Bisht, Ganesh Gangadhar, Payal Dhare, Tirth Mehta, Naman Mathur, and Animesh Agarwal, were invited to speak with the Prime Minister. Although they are mostly in their twenties, they have achieved great success in the game industry. For example, Animesh, who goes as “thug,” is co-owner of Monster Gaming and the CEO & MD of 8BIT Creatives. Despite having accomplished a lot at a young age, they nevertheless retain the same traits as other Gen-Zers. It makes sense why they entered the PM’s home with hoodies or shirts that weren’t tucked up.

Subsequently, the BJP transformed it into a post in which the PM explained why his vision of 2047 mattered more to them—”The one who is 20 years old today, will have a lifetime ahead for him in 2047″—while the rap song played discreetly in the background. There were about 30,000 likes on this video.

The BJP also posted a picture of the Chenab rail bridge on Instagram, complete with a voiceover that sounded like cricket commentary. This is excessive. that is, a ridiculous picture. The audio, which is reminiscent of crickets, states, “This is a huge shot that kisses the sky,” while the images concentrate on the enormous and grandiose bridge, which is one of the most important infrastructure projects under Modi 2.0.

Another post has three animated figures that bear resemblance to MK Stalin, Sitaram Yechury, and Rahul Gandhi. The characters are shown breaking India and are quoted as advocating for the abolition of Sanatan Dharma, denuclearization of the nation, and caste census, respectively. The fourth figure, who seems to be PM Modi, finally appears as a vehicle is seen pulling into India and waiting to cross a huge ditch. At this point, a road leading to “Viksit Bharat” is created.

Strategy’s cognitive process
The BJP aimed to make it clear to the 1.82 crore first-time voters that PM Modi, the party’s trump card, is more than simply a rallying force and a parliamentary debater before the general elections. Through these tweets, the BJP sought to present him as a 73-year-old who is aware of the goals of Generation Z.

Shehzad Poonawalla, the national spokesman for the Bhp, led a youth-focused t-shirt campaign recently in Uttarakhand and claims that the party’s use of these platforms to stay “ahead of the curve” is “natural.”

“Every voter matters to the BJP, but those between the ages of 18 and 25 are particularly significant since they will have a significant impact. As you can see, the prime minister has a way of connecting not just with women and older people but also with millennials and Generation Z,” he said. Poonawalla also drew attention to the PM’s recent interactions with the gamers, in which he used phrases like “grind” and “OP.”

OP stands for “overpowered” in multiplayer games, particularly those played online. “Grinding” is the phrase used in video game culture to describe the process of repeating activities in order to attain a desired outcome.

More hyper-Gen Z-focused social media messages are expected in the coming weeks, if BJP insiders are to be believed. It’s “game on” for the BJP’s efforts to engage new voters, as they say.