From T-shirts to ramp walks, political parties rethink how they woo Gen Z

New Delhi: Youth-led protests over examination paper leaks and, more recently, alleged voter-roll manipulation and the Election Commission have brought young people and their concerns into sharper political focus, prompting parties to experiment with new ways of reaching Gen Z.

From student town halls and T-shirt-and-jeans branding to concert-style interactions and a Prime Minister walking a ramp to rock music, parties are blending issue-based outreach with informal conversations, campus engagement and social media-friendly formats. The new approaches are being added to, rather than replacing, conventional rallies and roadshows.

Also Read: Gen Z voting rights on hold as special summary revision stays stalled since January 2024


The shift spans the political spectrum — from the Samajwadi Party’s (SP) Gen-Z Samvad and the Shiromani Akali Dal’s (SAD) Vibe Punjab Di to Congress’s Chhatron Ki Goonj and Prime Minister Narendra Modi’s ramp walk during a student interaction in Vadodara.

SP combines Gen-Z outreach with a new look

SP chief Akhilesh Yadav has introduced blue T-shirts and jeans as the new dress code for the party’s student wing, Chhatra Sabha. Blue has long been associated with Dalit politics.

Last month, the student wing launched a 15-day Youth Jodo, Booth Mazboot Karo campaign at Lucknow University, reaching out to students and gathering feedback for a youth-focused manifesto.

On October 3, Yadav participated in PDA Sankalp Gen-Z Samvad: Shikshak-Abhyarthi Samvad at Lohia Park Amphitheatre in Lucknow, interacting with teachers and job aspirants on education and employment. The informal, free-flowing exchange offered a departure from conventional political meetings.

SAD takes ‘Vibe Punjab Di’ to campuses

In Punjab, SAD launched Vibe Punjab Di at Khalsa College in Patiala on October 1. Party chief Sukhbir Singh Badal discussed Punjab’s debt, artificial intelligence and technology in agriculture with students, while also talking about his family life and food habits.

At a similar event in Moga on October 7, Badal appeared on stage in a T-shirt and jeans, reinforcing the campaign’s informal, youth-oriented presentation.

SAD has also sought to connect with women and families through its Maavan-Dhiyan Insaaf Yatra, led by Harsimrat Kaur Badal against drug abuse.

BJP brings the ramp to youth outreach

National parties, too, are adapting their engagement strategies. BJP president Nitin Nabin has held interactions with young people during state visits, while the party has increasingly used the broader Yuva label rather than Gen Z.

The BJP has also constituted a team of around 45 leaders to strengthen outreach among first-time voters. The team includes Smriti Irani and Vinod Tawde, along with leaders from Gujarat and Chhattisgarh. The composition of the team should be verified against the party’s official list before publication.

Also Read: Gen Zs want to be treated as partners, not as vote banks

On September 8, Modi walked down a Y-shaped red-carpet ramp at Maharaja Sayajirao University in Vadodara during an interaction with students, with “We Will Rock You” and “Aari Aari” from Dhurandhar playing. Earlier, on Teachers’ Day, he had interacted with students at Delhi’s Shri Ram College of Commerce.

Congress takes the concert-style route

Congress has been organising Chhatron Ki Goonj, with Rahul Gandhi interacting with students, influencers and performers in informal, concert-style settings. The campaign has included an event in Pune.

The changing formats come against the backdrop of youth-led protests, including the mobilisation by the Cockroach Janta Party (CJP) over electoral issues. Opposition parties expressed support for the mobilisation, with some sharing platforms or extending support during the Delhi protests.

The campaigns reflect an effort to make political outreach more conversational, participatory and suited to social media, even as parties continue to rely on conventional rallies and organisational networks to reach voters.