The Ministry of External Affairs (MEA) has launched its official Snapchat channel, marking a fresh step in the government's efforts to connect with Gen Z through platforms popular among younger audiences. The move makes the MEA one of the first Union ministries to establish a presence on Snapchat

Announcing the launch on social media, the ministry invited users to follow its new account for behind-the-scenes content, updates, stories and digital diplomacy initiatives.

The expansion comes as the government broadens its communication strategy beyond traditional platforms such as X, Facebook and Instagram, recognising the growing influence of short-form and visual-first social media among younger Indians.

The MEA's entry into Snapchat reflects a wider shift in how government institutions are engaging with citizens. Rather than relying solely on official statements and press releases, ministries are increasingly adopting platform-specific content designed to be more accessible and interactive.

The launch also aligns with a broader push by the Centre to strengthen outreach to Gen Z, a demographic expected to play an increasingly significant role in India's political and civic landscape over the coming years. In recent weeks, several ministries and political leaders have stepped up their presence on youth-focused platforms with short videos and informal digital content.

Officials believe the initiative will help the ministry communicate India's foreign policy, international engagements and diplomatic activities in a format better suited to younger audiences.

As digital consumption patterns continue to evolve, the government's latest social media expansion signals an effort to meet citizens where they are—on platforms that increasingly shape news, public discourse and civic engagement.