New Delhi — A wave of youth-led protests challenging Prime Minister Narendra Modi’s long-standing control over India’s digital narrative has gained momentum across multiple cities, driven in large part by social media-savvy activists using memes, videos, and music to voice their dissatisfaction.

The demonstrations began as a sit-in at New Delhi’s Jantar Mantar, initially demanding the resignation of Education Minister Dharmendra Pradhan following widespread college exam cheating scandals affecting millions of students amid India’s fiercely competitive job market. The movement quickly expanded, attracting youth anger over perceived economic mismanagement and government inaction.

Modi, who has spent over a decade cultivating a near-flawless image through social media platforms like WhatsApp and Instagram, has faced unprecedented public mockery during the protests. Demonstrators have shared viral content ridiculing the prime minister, including chants labeling him a “56-inch monkey,” a disparaging play on his frequent boasts about his chest measurement. Social media has been flooded with satirical content challenging Modi’s narrative, notably through accounts like Cockroach Janata Party on Instagram, which has amassed nearly 26 million followers—surpassing the digital reach of Modi’s Bharatiya Janata Party (BJP).

Authorities have struggled to counter the protesters’ digital strategies. Police efforts to dismantle the camps at Jantar Mantar involved plainclothes officers clashing with demonstrators, arresting activists, and employing batons and tear gas. Videos from behind police lines and real-time documentation by protesters have exposed official heavy-handedness and fueled further public engagement. Some clips went viral, showing young protesters evading police forces or humorously engaging with officers, highlighting a disconnect between security personnel and youthful dissenters.

Analysts suggest the protests mark a shift in India’s information landscape. University of Michigan’s Joyojeet Pal noted that the centralized, top-down messaging style that once reinforced Modi’s control no longer resonates with social media algorithms favoring authentic, first-person content. The movement’s emphasis on lived experiences and genuine frustration undermines the government’s traditional communication approach.

Despite the protests’ focus on the exam scandal, their demands have broadened to include amnesty for peaceful demonstrators and increased government transparency. The government’s initial response included dismissive rhetoric from Education Minister Pradhan, who labeled protesters as a “B-team of terror groups,” a characterization reflecting generational tensions and what critics call “WhatsApp Uncle” condescension—a reference to Modi’s supporters spreading official narratives via WhatsApp forwards.

Modi addressed the unrest late Thursday night in a video message, which notably lacked his usual polished production style and was framed in an informal, selfie-like shot. He promised strict action against individuals implicated in the exam leaks but did not address calls for Pradhan’s resignation. The release coincided with a mobile internet shutdown around the protest site, limiting demonstrators’ and supporters’ access to the statement and drawing criticism online regarding the government’s tactics to control information flow.

While Modi’s BJP remains dominant in national and state legislatures, and the political opposition remains fragmented, these protests underscore emerging challenges to his digital influence, driven by a generation increasingly adept at leveraging social media to contest official narratives and rally public sentiment.