How Zohran Mamdani used pop culture to make politics personal for South Asians in New York

Time of India

4 days ago

When Zohran Mamdani launched his campaign for mayor of New York City, he didn't just knock on doors or shake hands at community centers — he spoke directly to the city's massive South Asian population through a language they understood deeply: Bollywood.
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The 33-year-old democratic socialist, now poised to become the Democratic nominee after defeating political heavyweight Andrew Cuomo in a surprise primary upset, used film dialogues, iconic songs, and multilingual videos to connect with immigrant voters who rarely hear their cultures reflected in American politics.
And it worked — spectacularly.
Credit: Instagram/ Zohran Mamdani
Politics meets pop culture
Almost 3 weeks ago, Mamdani posted a video on his social media account where he could be heard appealing to the voters to vote for him in this election.
This was not your average promotional video, it was filled with Bollywood pop culture and desi moments.
While the video starts with a close up of Mamdani explaining how there is less than 20 days left to the elections- however soon he turns to bollywood reference to put his case forward.
The video bursts with iconic moments from classic and modern Bollywood films. There's Deewar, with Amitabh Bachchan's unforgettable 'Aaj mere paas buildingein hain…' line — followed by Mamdani responding, arms wide like Shah Rukh Khan, 'aap'.There's Roti Kapda Aur Makaan, and there's even Apna Time Aayega, cheekily flipped into "Aapka Time Aagaya."
But this isn't just nostalgia bait — it's smart politics. Mamdani used these references to explain real policy and voter strategy. He walked viewers through New York's ranked-choice voting system using none other than mango lassi as props — five cups, one for each ranking. It was quirky, charming, and instantly shareable. The language? A fluent blend of Hindi and Urdu.
Deep roots, real connections
Mamdani's outreach wasn't just performative — it was personal. Born in Uganda and raised in New York City from age seven, he's no stranger to blending cultures. His mother, filmmaker
, made some of the most loved South Asian diaspora films — Monsoon Wedding, Mississippi Masala, The Namesake — but Mamdani carved his own path.
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Before politics, he released music under the name Mr. Cardamom (and previously Young Cardamom), including the single Nani in 2019 featuring cookbook legend Madhur Jaffrey as his grandmother. But by 2015, he was already on the ground organizing, starting out as a campaign volunteer, joining the Democratic Socialists of America in 2017, and working behind the scenes for years.
Bollywood as strategy, not sideshow
With over 600,000 South Asian Americans living in New York — the second-largest South Asian population in the U.S. — Mamdani's Bollywood strategy was more than clever. It was essential. In neighborhoods like Ozone Park, Richmond Hill, Kensington, and Curry Hill, where Hindi, Punjabi, Bangla, and Urdu are spoken at home, Mamdani's videos made voting feel less like a civic duty and more like a cultural moment.