By Team INVC | INVC NEWS
NEW DELHI, India | September 20, 2026 —
The Bharatiya Janata Party is holding a national-level BJP IT Cell workshop in New Delhi on Sunday, bringing together its digital and social-media functionaries as the party reviews how it communicates with Generation Z and younger audiences ahead of upcoming elections.
BJP National President Nitin Nabin is scheduled to inaugurate the programme, while National General Secretary (Organisation) B.L. Santhosh will address one of its sessions. The agenda includes digital communication, emerging social-media platforms, youth engagement and the party’s broader online strategy.
The meeting comes as political parties increasingly compete for attention on Instagram, YouTube, X and short-form video platforms, particularly among younger Indians who consume a large share of their political information online.
Gen Z Becomes a Key Theme of BJP Digital Workshop
A central focus of Sunday’s workshop is how the BJP communicates with Gen Z.
According to reports ahead of the meeting, party functionaries will discuss ways to adapt political communication to changing digital habits and emerging online platforms. The stated goal is to improve engagement with younger and digitally active audiences rather than relying only on traditional campaign methods.
The discussions are also expected to examine what kind of content attracts meaningful engagement rather than simply generating views or reach.
For the BJP, the issue has electoral significance because younger voters form an important segment of the electorate in upcoming state contests.
However, the available reports do not provide a specific numerical voter target for the workshop.
Nitin Nabin and BL Santhosh to Lead Key Sessions
BJP National President Nitin Nabin is expected to open the workshop.
B.L. Santhosh will interact with party functionaries during another session and discuss organisational as well as digital-outreach strategy.
The programme is expected to include members of the BJP’s national IT and social-media team along with state-level functionaries.
TV9 reported that most participants would attend physically in Delhi while some could join virtually, giving the meeting a national organisational footprint.
Upcoming Elections Also on the Agenda
The workshop is not limited to social-media trends.
Reports say upcoming elections will form an important part of the discussions, including how digital teams can support the party’s wider organisational campaigns.
The BJP is simultaneously increasing organisational activity in states such as Uttar Pradesh.
Party national president Nitin Nabin is scheduled to visit Meerut on September 21 and Saharanpur on September 22 as part of a wider review of booth-level preparedness and outreach, including engagement with younger voters.
That broader activity places Sunday’s digital workshop within a larger cycle of organisational preparation rather than treating it as a standalone social-media event.
‘Seva Sankalp’ Campaign to Feature in Discussions
Another subject expected to come up is the BJP’s ongoing Seva Sankalp campaign.
Reports say the party wants its digital teams to expand online communication around the campaign and coordinate content across central and state units.
Digital functionaries are expected to discuss how national messaging can be adapted for different audiences and platforms.
The workshop therefore combines election preparation with longer-term organisational communication.
BJP’s Digital Team Recently Went Through a Reshuffle
Sunday’s meeting is also significant because it follows a major change in the BJP’s digital organisation.
In August, the party named Deepak Mhaskey as its National Social Media Convenor following an organisational reshuffle. Priti Gandhi, Shivanand Dwivedi, Alok Bhatt and Arun Yadav were appointed as co-convenors.
Mhaskey previously worked with the BJP’s Chhattisgarh IT operation and has experience in organisational data management and beneficiary outreach.
The September 20 workshop gives the newly configured digital team an opportunity to coordinate with state units ahead of the next round of political campaigns.
Social-Media Mistakes May Also Be Reviewed
The workshop is also expected to examine how the party handles mistakes and controversial content online.
TV9, citing BJP sources, reported that some content posted by party-linked social-media accounts in recent weeks had subsequently been withdrawn after attracting criticism.
Party functionaries are therefore expected to discuss both expansion of digital reach and greater care in content creation.
That distinction is increasingly important because digital political communication moves rapidly, while misleading or poorly judged material can also spread before organisations have time to correct it.
Why Gen Z Matters to Political Parties
The BJP is not alone in focusing increasingly on young digital audiences.
Recent Delhi University Students’ Union campaigning showed candidates across political groups using Instagram, YouTube, X and other online platforms to reach students, promote manifestos and respond to campus issues.
Congress has also expanded youth-focused outreach through programmes centred on education, recruitment and employment.
These developments show that political competition for younger voters is increasingly taking place on two fronts: physical organisation and digital communication.
Online visibility, however, should not automatically be treated as evidence of electoral support. Social-media engagement and voting behaviour are different measures.
From Posters and Rallies to Reels and Short Videos
Indian political campaigning has changed substantially as smartphones and short-form video have become central to information consumption.
A political message that once depended primarily on rallies, posters or television can now reach large audiences through a short video, infographic, meme or livestream.
That has made political IT and social-media teams more important.
They monitor trends, produce content, coordinate messaging and respond rapidly to events.
Sunday’s BJP workshop reflects that shift.
What to Watch From Today’s BJP Workshop
The most important details may emerge after the sessions begin.
Attention will be on whether the party announces specific digital initiatives aimed at younger audiences, changes its content strategy or gives state units new guidelines for upcoming campaigns.
For now, the confirmed agenda centres on Gen Z engagement, digital outreach, social-media strategy and election preparedness.
The larger political significance is clear: as parties prepare for coming electoral contests, the contest for young voters is increasingly becoming a contest for their attention online.
