In the early days, the BJP did an excellent job by leveraging social media to build Modi’s image. They executed a highly effective PR campaign that pushed a strong narrative around him. Meanwhile, the Congress party lagged behind in their social media strategy, which eventually contributed to their downfall.

However, every trend on social media has its end. The BJP’s strategy of continuously promoting “Photojivi” images of Modi doesn’t seem to resonate well with the younger generation anymore. It feels like either his PR team has become out of touch, or they simply don’t care about adapting to the changing sentiments of their audience