Maharashtra CM Devendra Fadnavis launches Gen-Z-oriented campaign on state's Lord Shiva temples

This marks the latest in a series of initiatives by the BJP and RSS to connect with a younger demographic following student protests at Jantar Mantar.

After the recent protests by the youth at Jantar Mantar, New Delhi, and various parts of the state against the NEET-UG 2026 paper leak and other instances of governmental apathy, the ruling Mahayuti in Maharashtra is positioning itself to capture the loyalty of this demographic.

Chief minister Devendra Fadnavis is using social media campaigns and the Tiranga Yatra to highlight Maharashtra’s heritage Shiva temples, subtly blending cultural pride with nationalist politics. (HT Photo/ Vijayanand Gupta)

After announcing 1,000 job fairs across the state on August 5, which will be conducted till March 2027, taking advantage of the month of Shravan (dedicated to the worship of Lord Shiva and Goddess Parvati) chief minister Devendra Fadnavis is using social media campaigns and the Tiranga Yatra to highlight Maharashtra’s heritage Shiva temples, subtly blending cultural pride with nationalist politics.

Fadnavis takes a cue from Mohan Bhagwat

Taking a cue from Rashtriya Swayamsevak Sangh (RSS) chief Mohan Bhagwat’s dialogue with a Gen Z audience in Mumbai last week, where he urged the youth to stay connected with their roots, Fadnavis posted messages about temples of Lord Shiva in Maharashtra to connect the Gen Z with the state’s cultural heritage.

The chief minister posted an AI-generated animation video story about the Bhima Shankar Jyotirlinga in Pune district recently and on Friday posted a message about Trimbakeshwar temple in Nashik. The video shows a grandfather narrating the story about the Bhima Shankar Jyotirlinga to his two grandchildren, veering them away from social media. The children respond by expressing their enthusiasm and willingness to explore similar sites in Maharashtra.

The video is accompanied by a message from Fadnavis stating: “Maharashtra’s Shivdhara begins today on the holy month of Shravan; because when the youth connect with their culture, this religious and historical heritage will be preserved.”

In forthcoming days, stories of Shiva temples such as Aundha Nagnath (Marathwada), Ghrushneshwar (Chhatrapati Sambhajinagar) and more will be introduced, it is learnt.

An official from the chief minister’s office (CMO) said: “The social media activity has been introduced by the chief minister with a simple message to preserve the religious and historical heritage of the state; and to urge the young to be abreast of the state’s history.”

Commenting on the present endeavour, senior political analyst Abhay Deshpande said, “The BJP and RSS emerged as prominent political powers in late 1980s taking a Hindutva hard line, with the Ram temple movement. The youth of the time was connected with them. Today’s Gen Z is not inclined towards hard line religious politics. Hence, BJP and the RSS have chosen soft cultural politics and sentiments of nationalism to engage the Gen Z.”