RSS charting more aggressive digital course

RSS chief Mohan Bhagwat, with Sant Trilok Darshan Maharaj, and others, during the foundation stone-laying ceremony of a new building of the Vishwa Hindu Parishad (VHP), in Nagpur. | Pic : PTI

Mumbai: The Rashtriya Swayamsevak Sangh has traditionally relied on physical gatherings to preserve its cultural legacy. However, the organisation has also embraced technology with surprising agility over the past two decades. It successfully launched online shakhas. It created a dedicated “Join RSS” portal to engage curious citizens.

It actively utilises web-based communication for narrative building and organisational expansion. Despite this extensive digital toolkit, Sarsanghchalak Dr Mohan Bhagwat recently indicated that the organisation is unsatisfied with its current social media footprint. Speaking at the centenary event of Marathi daily ‘Tarun Bharat’ in Nagpur, he emphasised a pressing need to significantly increase online activism.

This raises crucial questions about why the leadership feels the RSS is trailing in the digital space and what specific goals it aims to achieve.

Digital Gap

The perceived gap in the organization’s social media dominance stems from the rapidly changing nature of content consumption. Bhagwat acknowledged that the RSS communication department and individual swayamsevaks are actively disseminating material. Yet, the broader digital ecosystem is overwhelmingly driven by fast-paced formats like reels and short videos.

The RSS historically prefers a measured and structured approach to communication. Consequently, the organisation has found it challenging to spontaneously dominate this highly decentralized and fleeting digital landscape.

Furthermore, the leadership recognises a critical demographic shift. The younger generation, particularly Gen Z, increasingly resides in gated communities and high-rise urban complexes. Traditional physical shakhas are notoriously difficult to establish in these restricted environments.

The RSS believes these younger demographics show a natural ideological resonance with aspirations of national growth.

However, sustaining their daily engagement is difficult. The leadership realises it must meet this generation where they spend most of their time, which is primarily on their smartphones.

Another reason the RSS feels it has not reached the apex of digital influence is its strict internal demand for discipline. The organisation remains deeply cautious about the pitfalls of unchecked digital enthusiasm.

Bhagwat specifically warned that the RSS must not become merely “publicity-oriented” just to chase trends.

The RSS recognises that achieving true digital dominance requires heavily trained volunteers who can communicate with absolute clarity, appropriate language, and unwavering credibility.

Social Media

To address this, the organisation is decentralising its communication model. It is establishing smaller, highly efficient units to manage digital narratives without ever diluting the core ideology. The primary objective is to facilitate constructive societal transformation.

This digital activism is heavily anchored in the centenary themes of Panch Parivartan. These themes focus on family awareness, social harmony, civic duties, self-awareness, and environmental protection. The RSS views social media as a critical mechanism for deep public awakening rather than just a broadcasting tool.

By scaling up its digital activism, the RSS will find it easier to communicate its perspectives directly and authentically to the masses. This overarching strategy is perfectly synchronised with the organisation’s broader centenary expansion plans.

The digital push is designed to complement massive on-ground initiatives. This naturally mirrors the extensive youth outreach and the thousands of planned grassroots gatherings currently being mobilised across regional strongholds like the Konkan and Mumbai Metropolitan areas.

Bhagwat’s public nudge is a signal that the RSS will invest more deliberately in social media — but the transition will be measured. Success will depend on professionalising digital operations, training volunteers in platform norms, and balancing rapid online engagement with the Sangh’s offline organisational ethos.

Observers will watch whether the RSS opts for centralised content hubs, partnerships with sympathetic influencers, or continued reliance on decentralised volunteer activism to scale its digital reach.

Selfish interests and desire for dominance were the root cause of conflicts in the world. India follows the law of humanity, but the rest of the world follows the law of the jungle. It is our job to restore balance in the stumbling world by giving it the foundation of dharma.

Mohan Bhagwat, Chief, RSS