The Ministry of External Affairs (MEA) has launched its official Snapchat channel, becoming one of the first Union ministries to establish a presence on the platform as part of the government's push to engage more effectively with Gen Z audiences.
Announcing the launch, MEA spokesperson Randhir Jaiswal invited users to follow the ministry on Snapchat for exclusive stories, updates and behind-the-scenes content on India's diplomatic engagements.
"You followed us on X, on Instagram, and on LinkedIn. Follow us on Snapchat to hear more about what the Ministry of External Affairs does, both in India and through our missions and posts abroad," Jaiswal said in a video shared on social media. He accompanied the post with the caption: "We're now on Snapchat! Add us and stay connected for exclusive stories, updates, engaging content and more. Let's Snap!"
The move comes amid the Centre's broader strategy to expand its digital outreach to younger audiences. Recently, Prime Minister Narendra Modi reportedly encouraged Union ministers to strengthen their presence on social media platforms popular with young users, particularly Instagram, by using interactive formats such as reels and engaging directly with citizens rather than simply posting official updates.
With Snapchat's strong popularity among Gen Z users, the MEA's entry onto the platform is expected to help the ministry connect with younger audiences through short-form, visual content while offering insights into India's foreign policy, diplomatic initiatives and international engagements.
