Prime Minister Narendra Modi said social-media users should create "Get Ready With Me" videos featuring Indian handloom products [1].
This initiative represents a strategic effort to modernize the image of traditional Indian textiles. By leveraging a viral digital format, the government aims to bridge the gap between ancient weaving traditions and the consumption habits of younger generations.
Modi targeted Gen Z in his outreach, asking them to share their favorite handloom items via an Instagram Reel [1]. The "Get Ready With Me," or GRWM, trend typically involves creators filming their dressing and grooming routines, a format the Prime Minister is now using to highlight indigenous craftsmanship.
The campaign was launched ahead of National Handloom Day, which was observed on June 7, 2024 [1]. The day serves as an annual reminder of the importance of the handloom sector to the Indian economy and cultural identity.
By encouraging users to showcase their attire, the Prime Minister is attempting to transform handloom products from ceremonial or elderly dress into trendy, everyday fashion for youth [1]. The move aligns with broader government efforts to support local artisans and promote the "Make in India" philosophy through digital engagement.
Handloom weaving remains a critical source of employment in rural India. The use of short-form video content allows the administration to reach millions of users who may not engage with traditional government advertisements or policy announcements [1].
“PM Modi said social-media users should create "Get Ready With Me" videos featuring Indian handloom products.”
This campaign signals a shift in Indian state communication, moving away from formal addresses toward the adoption of platform-native trends to maintain political and cultural relevance. By integrating traditional textiles into the GRWM aesthetic, the administration is attempting to commodify cultural heritage as a lifestyle choice for Gen Z, potentially increasing domestic demand for artisan goods.
