Amit Malviya, who headed the BJP’s IT and social media department since 2015, has been replaced as part of party president Nitin Nabin’s new national organisational team. Deepak Mhaskey from Chhattisgarh has been named his successor.
Malviya’s removal has triggered speculation within political circles, particularly about whether the BJP’s changing social media strategy and its efforts to connect with Gen Z played a role. However, BJP sources have rejected the idea that his exit was driven solely by recent political developments.
According to party sources, Malviya had himself expressed a desire to move on from the IT and social media responsibility on several occasions. He reportedly discussed the issue with the party’s top leadership following both the 2019 and 2024 Lok Sabha elections.
Even after Nitin Nabin took charge as BJP president, Malviya is said to have discussed his future role and possible successors with the leadership.
BJP’s social media strategy under Malviya
Malviya took charge of the BJP’s IT and social media department at a time when political parties were rapidly expanding their presence on digital platforms.
The BJP had already gained an early advantage in the social media space, with Prime Minister Narendra Modi building a strong digital presence during his tenure as Gujarat chief minister.
According to data cited in the report, the BJP’s following on X has grown from an estimated 200,000-300,000 followers in 2013 to around 23 million today. The Congress, which had roughly 50,000-100,000 followers at the time, now has around 11 million.
The BJP has also significantly expanded its presence on Facebook and YouTube during the same period.
The party’s official YouTube channel, which reportedly had only around 20,000-30,000 subscribers in 2013, now has approximately 6.3 million subscribers. The Congress has around 4.8 million.
The figures for 2013 are estimates because digital-platform tracking was less comprehensive at the time.
Why Malviya may not have got another key role
While Malviya has been credited by BJP leaders with building and strengthening the party’s digital machinery, sources said there were several reasons why he was not accommodated in another prominent position in Nabin’s team.
Caste and regional considerations reportedly played a role in the organisational reshuffle.
Malviya is from Uttar Pradesh, which is politically crucial ahead of next year’s assembly elections. The new team already includes several senior leaders from the state, including Smriti Irani and Harish Dwivedi as general secretaries, while Rekha Verma and Tariq Mansoor were appointed vice presidents.
Harish Dwivedi’s appointment also provides representation to the Brahmin community. Malviya belongs to the same community.
Sources reportedly said Malviya was not considered senior enough for some of the other senior national positions.
His next assignment, however, has not yet been finalised.
Malviya's West Bengal role
Despite his exit from the IT department, BJP leaders have reportedly viewed Malviya’s performance as the party’s co-in-charge of West Bengal positively.
He worked in the state for around six years and was involved at the grassroots level as the BJP expanded its political presence there.
The BJP’s opponents have frequently accused Malviya and the party’s digital machinery of running aggressive social media campaigns against rival leaders. BJP leaders, however, have defended his record, arguing that projecting the party’s narrative and countering opposition attacks were central to his responsibility.
BJP turns focus to Gen Z
The change comes as the BJP looks to strengthen its appeal among younger voters, particularly Gen Z.
The party’s new social media team faces the challenge of adapting its digital strategy to changing online behaviour and finding more effective ways to engage younger audiences.
Instagram and other visual-first platforms are increasingly important in this effort.
Malviya’s replacement therefore comes at a significant moment for the BJP’s digital strategy. After more than a decade at the helm of its IT and social media operation, his departure marks the end of an important phase in the party’s digital expansion.
For now, his next role remains undecided.