Recent posts by the official handles of the Indian Army show that these are not routine updates but are comparatively creative, thoughtful and, at times, not easy to decode. Many of them are specifically targeted towards GenZ and there is a reason to it.

After Operation Sindoor, the first operational burst did not erupt on the ground, it erupted online. Within minutes, timelines were flooded with doctored clips, coordinated rumours and narratives designed to create confusion. For the Indian Army, this was a pivot point. The battlefield had expanded, and the youth had become the primary cognitive terrain. Since then, the Army and other services have been working on engaging this audience on social media.

The approach is immediate, visual and tailored for GenZ’s consumption patterns. Offic

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