The Ministry of External Affairs (MEA) has launched its official Snapchat account, marking a notable move to connect with the Generation Z demographic. This initiative comes as Prime Minister Narendra Modi emphasises the importance of enhancing social media presence among ministers to engage younger audiences through interactive content.

Randhir Jaiswal, the spokesperson for MEA, shared this development via a video posted on X. In the video, he encouraged viewers to follow the Ministry on Snapchat, stating, “You followed us on X, on Instagram, and on LinkedIn. Follow us on Snapchat to hear more about what the Ministry of External Affairs does. Both in India and through our missions and posts abroad.”

We’re now on Snapchat!

Add us and stay connected for exclusive stories, updates, engaging content and more.

Let’s Snap! pic.twitter.com/LyzjeuYG1I

— Randhir Jaiswal (@MEAIndia) August 6, 2026

With this account, the MEA aims to provide exclusive stories, updates, and engaging content tailored for its followers. This digital expansion is a strategic effort to remain relevant in a rapidly evolving social media landscape, particularly appealing to younger users who predominantly use platforms like Snapchat and Instagram.

Prime Minister Modi’s Call for Enhanced Social Media Activity

Approximately two weeks prior to the MEA’s Snapchat launch, Prime Minister Modi urged his cabinet members to actively use Instagram. He highlighted the platform’s significant reach among Indian youth, suggesting that ministers should leverage it to establish a direct line of communication with younger citizens.

According to reliable sources, PM Modi articulated that merely posting updates regarding government initiatives is insufficient. Instead, he advised ministers to utilise Instagram’s interactive capabilities—such as reels—to better engage with younger audiences and communicate in a format that resonates with them.

This push for increased social media engagement coincided with widespread youth participation in protests, notably the agitation led by the Cockroach Janta Party regarding the paper leak of the NEET examination. These events showcased the effectiveness of social media in mobilising young people and raising awareness about their concerns.

Influence of Social Media on Recent Youth Protests

The recent protests by the Cockroach Janta Party at Jantar Mantar highlighted the prominent role of social media in connecting youth movements. Unlike previous student protests, this agitation showcased a significant use of Instagram content, including memes and creative expressions, which helped convey the sentiments of the participants.

Reels documenting moments from the protests were frequently shared, demonstrating how social media can amplify voices and unify individuals around a common cause. This new wave of activism illustrates not only the potential of platforms like Instagram to facilitate discourse but also the necessity for government bodies to adapt their communication strategies accordingly.

As the MEA steps into the Snapchat arena, it signifies a broader understanding within governmental circles about the critical nature of adapting to new media trends. Engaging with younger citizens through platforms they frequently use is viewed as essential for fostering a more informed and connected populace.

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