20240515 Cover India election influencers img main

As more than 900 million Indian voters head to the polls, influencers on Instagram, X and other platforms have become key pawns in the ruling BJP's bid for a third term in power. © Nikkei montage

India's Instagrab: Modi's re-election bid weaponizes social media influencers

BJP leaves nothing to chance, boosting favorable online celebrities while suppressing dissent

NEW DELHI -- Veer Sharma and Parul Ahirwar play India's favorite henpecked boyfriend and henpecking girlfriend in viral videos that often feature Ahirwal wielding a frying pan or broom and Sharma running in terror.

Friends in real life, the two 29-year-olds have vaulted to superstardom on social media platform Instagram with their slapstick videos mocking gender stereotypes, or just as frequently playing to them wholeheartedly. Whatever the formula is, it works: Sharma has 1.5 million followers, while Ahirwar has 2.4 million.

Sponsored Content

About Sponsored ContentThis content was commissioned by Nikkei's Global Business Bureau.