CM Devendra Fadnavis Launches Campaign on Shiva Temples to Engage Gen Z

Maharashtra Chief Minister Devendra Fadnavis has launched a social media campaign focused on the state's heritage Lord Shiva temples, aiming to engage Gen Z audiences during the month of Shravan.

The campaign commenced with the release of an AI-generated animated video about the Bhima Shankar Jyotirlinga in Pune district, followed by a message highlighting the Trimbakeshwar temple in Nashik on Friday. The initiative blends cultural heritage outreach with digital storytelling to connect younger demographics with the state's historical and religious sites.

The initial animated video depicts a grandfather narrating the story of the Bhima Shankar Jyotirlinga to his two grandchildren to divert their attention away from social media, leading the children to show enthusiasm for exploring similar cultural sites across Maharashtra.

Accompanying the video release, Fadnavis stated: “Maharashtra’s Shivdhara begins today on the holy month of Shravan; because when the youth connect with their culture, this religious and historical heritage will be preserved.”

An official from the Chief Minister’s Office said that the social media activity was introduced to preserve the religious and historical heritage of Maharashtra and to urge younger generations to stay informed about the state’s history. Upcoming features in the campaign are scheduled to introduce stories on other prominent temples, including Aundha Nagnath in Marathwada and Ghrushneshwar in Chhatrapati Sambhajinagar.

The initiative follows a recent dialogue in Mumbai where Rashtriya Swayamsevak Sangh chief Mohan Bhagwat addressed a Gen Z audience, urging youth to remain connected to their roots. It also comes alongside broader efforts by the ruling Mahayuti coalition to address youth engagement following recent student protests over exam irregularities, including the announcement of 1,000 job fairs running through March 2027.