Zohran Kwame Mamdani’s rise to socialist mayor of New York, arguably the heart of global capitalism, is a paradox that has captured the world’s attention. Analysts say a key reason his campaign succeeded was the focus on the short-form video format. “The primary reason behind the format taking center stage is that it was easier to fit into busy schedules and was quick to grab the already cluttered mindspace,” points out political strategist Sidhharrth S Kumaar. He adds that the content design had a ‘low production’ feel, and was thus able to look relatable to the user, showcasing a level of authenticity. The algorithm did the rest.
Through all his campaign videos he pushed only one narrative: the promise of freezing rents, free public transport, universal childcare, and city-owned grocery stores. “Three words capture the essence of Mamdani’s campaign: authenticity, empathy and focus on facts. Through his videos, he was not sending a one way message. He was engaging with voters on their conscience, beliefs, and shared experience. As such, his audience self-selected themselves based on the alignment with his views,” says Nisha Sampath, managing partner at Bright Angles Consulting.
Here’s a (non-exhaustive) glimpse into Mamdani’s viral video universe: a Bollywood-style explainer on ranked-choice voting in Hindi, laced with references to Amitabh Bachchan’s Deewar and Roti Kapda Aur Makaan; clips of his younger alter ego, ‘Young Cardamom,’ rapping for his nani; a fiery takedown of rival Andrew Cuomo for mispronouncing his name – and the internet remix that turned that very moment into a song. There are videos of him speaking fluently in Spanish, Arabic, and Bengali while outlining campaign promises; another of him casually chewing Rajnigandha mid-interview on a New York street; and a wedding photoshoot with his wife that looked straight out of a fashion editorial. In others, he’s seen partying with supporters across the city’s boroughs, or declaring, in no uncertain terms, that he would stay in New York and not fly to Israel, as some of his opponents had declared they would do.
Upasna Dash, founder and CEO at Jajabor Brand Consultancy points out that the digital campaign felt personal and participatory “The larger lesson is that authenticity is now the new currency of both politics and branding. In a world shaped by social media, audiences value honesty, simplicity and emotional truth more than production budgets or perfect messaging.” Campaigns such as “Moms for Mamdani” and “Hot Girls for Mamdani” reflected how diverse micro-communities could rally around these points.
This is precisely where the Indian political landscape can take notes, say experts. With the Bihar election results now in, political strategists are reassessing what resonated, what failed, and what the next template for voter engagement should look like. This is where Mamdani’s campaign becomes especially helpful.
Are the two landscapes too different to compare? Not quite, says veteran political advisor Dilip Cherian. “It’s not about iPhones; it’s about Android phones. It’s not advanced economies; it’s the price of data,” he says. “India has among the cheapest data in the world and this is already a digital-first political ecosystem.”
Short-form video, whether on Instagram or via WhatsApp circulation, is thus well within India’s grasp. But Mamdani’s campaign also shows that virality alone doesn’t move voters; what does is relatability, clarity and a sense of shared ownership. “Mamdani used technology to crowdsource clear, actionable promises. Vague promises don’t go viral; bold promises that affect people’s lives do,” Cherian says. Rachna Baruah, founder & CEO of Madchatter Brand Solutions, adds that Mamdani’s politics felt tangible. “He never spoke in theory; he spoke in texture, using the language of rent, buses and neighbourhood life.”
This, analysts argue, is where the Mahagathbandhan’s jobs pitch in Bihar faltered. “Tejashwi’s promise of jobs lacked the granular detail needed for voters to believe its economics,” Cherian explains. “The message could have gained far more traction if the specifics were reinforced consistently on social media.”
Authenticity remains another gap. Many Indian political campaigns still look “manufactured by a paid brigade,” Cherian notes, rather than co-created with real supporters. Krishna Yadav, public relations professional, puts it more bluntly: “Mamdani’s victory shows that authenticity, not high production value, is the new currency of political storytelling.”
In India, especially, where regional identity shapes trust, the message is: speak with people, not at them, underlines Yasin Hamidani, director, Media Care Brand Solutions. “Mamdani turned identity into inclusivity, not division. By mixing languages and cultural codes, he showed representation without tokenism in his videos.”