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The Wire
3 days ago
- Entertainment
- The Wire
The Visual Lessons from Zohran Mamdani's Campaign
Culture Kavita Kabeer 2 minutes ago In the US, where politics is increasingly reduced to sanitised marketing, Zohran Mamdani's campaign visuals hit like a burst of fresh air: bold, disruptive, and impossible to ignore. If you were to recall Zohran Mamdani's image, you'd possibly see him in a sea of yellow and a distinct persian blue, inching towards violet. After running a remarkable campaign, equally rooted in grassroots activities and online mediums, the visual design of Mamdani's campaign becomes a curious study of radical purpose meeting rebellious joy. To begin with, the fonts! I mean we don't really pay attention to fonts, yet they play with our perceptions all the time. Think of the elegant, clean, italic fonts on luxury items, and the bold reds, yellows, blacks on most shopfronts, each serving their own purpose. From the start, Mamdani's branding rejected the stale, overly polished aesthetic of establishment politics. Most placards, posters and videos spelled Zohran's name in capital letters using a bright yellow colour with a shadow of orange on a blue background. If he were a John or Jonathan, his campaign could have focussed on only his face, but his name needed to be spelled so that people actually learn to pronounce it. These small things, planned or not, tell us a lot about the way association and inclusion work. This is also where the warmth of the colours come into picture. The fonts and the logo weave into Zohran's own quirky personality. The typeface is drawn from Boheld, but several placards play with the font, and nearly look hand-drawn. The designer behind the campaign, Aneesh Bhoopathy, told Curbed that New York iconography, such as taxicab yellow, MetroCard primary colors, bodega awnings, stuff people are familiar with in the New York street, were on their mood board. And then, of course, there was Bollywood! The video that you have now seen circulated on every social media platform, where Zohran's Hindi, and Bollywood's dialogues give mini-cinema vibes, inviting you to dig who this fellow is, set the tone for most South Asians. When the dialogue goes, ' Mere paas paisa hai, bangla hai, gaadi hai, naukar hai, bank balance hai, tumhare paas kya hai?', Zohran strikes an SRK pose and says, 'Aap.' 'You had me at 'aap', ' commented a user on Instagram. And that summarises what makes content relatable on social media. It's quirky writing, placement, yet never deviating from the core message. Zohran's team does everything right. Interestingly, some folks wondered if his award-winning filmmaker mother had a role to play behind his videos. But that is solely his creative team's work, Zohran confirmed in one of his interviews. The tone of his videos is not just warm, it is people centric; he is always in places that belong to people. He is among them, even when he is alone. He listens and talks, answers questions right away. His go-to-core messages, rent freeze, free buses, universal childcare, appear in almost all of the campaign videos. His grassroot campaign and digital campaign ran parallel to each other. For instance, his team organised a Zohram Mamdani look-alike contest, which became a space to engage people at the grassroots, while drawing crowds of young internet-savvy people, and that's how we became incidental yet essential viewers and observers of this campaign from far off lands. The hype on Instagram has been real, Mamdani clocked in about 800k followers just a week before the primary election, just as he emerged as the winner, he hit 1 million, and by the time this article was written his follower count stood at 2.2 million. Lessons for India In India, we have caught on to the social media hype, but just like the crushing inequality on the ground, our online spaces remain unequal. The collaborations of our politicians reflect a power-imbalance, and so do their videos/reels. Our favourite genre of political reels is cars zooming on roads one after the other, then the slow-mo garlanding of the leader getting down. Or we have Modi ji taking a lone walk on a newly-inaugurated bridge, with random motivational music. It is worth mentioning that Rahul Gandhi's team has tried to do something different for quite some time now. Starting with his Bharat Jodo Yatra, reels of Rahul Gandhi talking to people began appearing in our feeds. Many were a departure from the norm, they were planned, shot, and composed differently. Since then we have seen Rahul Gandhi meeting a variety of people from farmers, cobblers, trailers, factory workers to students and unemployed youth. His videos of taking a bus ride, or ziplining in Kerala are refreshing in Indian politics. One lesson for us is how we see culture, is it something that is happening in the background, or something we are actively creating? Be it on the ground or online. The proliferation of smartphones in the country has certainly added a layer to the culture we are creating. Yet, our political campaigns are not at par with engaging with that culture. We like to 'record' our activities and 'inform' our audience, not 'engage' with them as equal participants on the internet. We want creators to make reels for the political parties covertly, but deny, or discourage active engagement. Right now, we pull some of the highest numbers in the world on Facebook, Youtube and Instagram. In fact, BJP understands this better and hence, we have seen every BJP-ruled state come up with its own version of 'influencer reach programs.' Yet, we are far from Zohran Mamdani's style of campaign, simply because we don't let people be the star of the show. Kavita Kabeer is a writer and satirist, currently helming the show #Cracknomics for the Wire. The Wire is now on WhatsApp. Follow our channel for sharp analysis and opinions on the latest developments.
Yahoo
6 days ago
- Entertainment
- Yahoo
Zohran Mamdani's social media strategy was about more than viral videos
Sitting on the subway and holding a MetroCard as a microphone, Zohran Mamdani had a hot take for New York City: He should be its next mayor. The scene was from a June 'Subway Takes' TikTok video that amassed more than 3 million views — part of a broader push by Mamdani to meet voters where they lived online. By the time his grassroots campaign reached primary day, he had won the backing of major social media figures like Emily Ratajkowski and engaged with voters through popular accounts like Pop Crave. Thousands expressed enthusiasm for his candidacy in comments on his dozens of social media videos, which experts say pitched his platform and personality to voters so convincingly that he outpaced former New York Gov. Andrew Cuomo in polls before beating him in first-choice votes in the ranked-choice primary. (It may take a week or longer for the winner to be declared.) When Mamdani, a 33-year-old state lawmaker, announced his mayoral candidacy last fall, he was little-known and considered a long shot. He was a self-described democratic socialist and deeply critical of Israel's actions in Gaza — factors that made him an unlikely Democratic candidate at a time when the party was veering away from left-leaning values. But in the months leading up to Tuesday's election, Mamdani skyrocketed from obscurity to internet fame, amassing more than 1 million followers on Instagram, as well as hundreds of thousands on TikTok and X. Though his viral social media campaign has echoes of Kamala Harris' own meme-filled presidential run, analysts say Mamdani's exhibited key differences that helped usher him to an apparent victory. 'If you ask voters, 'Why did you vote for Mamdani?' ... I don't think they're going to tell us, 'Oh, because I saw some cute thing on social media,'' said Jonathan Nagler, a politics professor at New York University and the co-director of its Center for Social Media and Politics. 'I think they're going to say what actually influenced them is because they learned something on social media about policies he had that mattered to them.' In his viral videos, Mamdani makes his hopes for the city clear: to lower the cost of living by raising taxes on the richest New Yorkers. His core campaign promises — rent freezes, fast and free buses, universal child care — have been the bedrock of his online platform. The more policy-focused online discussion stands apart from the content that defined Harris' online campaign, which included the aesthetics of Charli XCX's Brat and viral nonpolicy soundbites like Harris' reference to falling out of a 'coconut tree.' But along with policy, Mamdani also added personal flair to his online campaigning. In one recent video, Mamdani dapped up New Yorkers as he walked Manhattan from tip to tip, saying that residents 'deserve a mayor they can see, they can hear, they can even yell at.' He explained ranked-choice voting while speaking fluent Hindi in another video, complete with playful South Asian pop culture references. And when his campaign became the first to reach the $8 million spending cap in this year's mayoral race, Mamdani posted a video urging viewers to stop donating and volunteer to canvass instead. Anthony DiMieri, a filmmaker who works on Mamdani's campaign videos, said part of the mayoral candidate's popularity comes from the consistency of his character on and off camera. Mamdani is also highly involved in the video ideation process, he said, and will often add in spontaneous jokes or ideas during shooting. 'We met people on the campaign trail who said they joined because of the videos. We were like, 'What brought you here?' and they're like, 'I just loved his videos' and 'I haven't seen anybody like this,'' DiMieri said. 'We've all had a lot of fun doing this work, and I think the fun we're having is translating to audiences.' The momentum grew offline, too, as tens of thousands of volunteers showed up to door-knock for Mamdani in their neighborhoods. Online, his supporters shared stories of how they convinced their family, friends and neighbors to rank him first. Pranjal Jain, a digital strategist who worked on influencer strategy for Harris' vice presidential campaign in 2020, said Mamdani's social presence 'dismantles the ivory tower' that so many politicians keep themselves in. He's meeting New Yorkers on the streets with a warm smile, she said, and speaking to them like they're his peers. 'He is so smiley, he's so giggly. He's always hugging people,' Jain said. 'He's just running a grassroots and community-driven campaign, and I think his body language embodies that. Like, I've never seen Cuomo hug anyone in my entire life.' Experts agreed that the personality that shone through in Mamdani's videos effectively captured his audience in a way that Cuomo couldn't. 'It's not only about online or social media presence and filming spectacular actions,' said Magdalena Wojcieszak, a communication professor at the University of California Davis. 'It's also the fact that Mamdani is a very young 'digital native' outsider who has the charisma, humor, and personable nature that many politicians across the political aisle lack partly due to their age, political experience, and being seen as part of the 'establishment.'' Similar to Harris and President Donald Trump during their presidential campaigns, Mamdani has also been backed by online influencers and celebrities, appearing in videos with personalities ranging from "Saturday Night Live" cast member Sarah Sherman to left-wing Twitch streamer Hasan Piker. But Jain said Mamdani's influencer collaborations worked because these videos still incorporated talk of his policies and positions as opposed to relying on 'fluff.' He took a different approach to Harris' campaign, which she said failed despite being backed by 'Brat summer' and celebrity appearances because those partnerships didn't meaningfully showcase why they aligned with Harris as a candidate. Throughout his campaign, clips of his mayoral debates, including his handling of questions pressing him on his opinions on Israel and his searing critiques of Cuomo, also became fodder for memes and discourse that propelled him further into online popularity. Meanwhile, Mamdani has remained firm on some of the most controversial stances in establishment American politics: He has characterized Israel's actions in Gaza as 'genocide' and described the phrase 'globalize the intifada' as capturing 'a desperate desire for equality and equal rights in standing up for Palestinian human rights' — positions that have garnered him accusations of antisemitism. 'It pains me to be painted as if I am somehow in opposition to the very Jewish New Yorkers that I know and love and that are such a key part of this city,' Mamdani said last week at an event in Manhattan, where he also shared that he has gotten anti-Muslim death threats to himself and his family. Online, Mamdani has also faced increasing Islamophobic rhetoric from right-wing commentators and politicians. After his victory Tuesday, X was inundated with posts calling him a 'Muslim jihadist' and comparing his win to the 9/11 terror attacks. To Jain, Tuesday's election was proof that Mamdani's viability as a candidate didn't hinge on his willingness to budge on his beliefs, such as his democratic socialist agenda and his support for Palestinians. 'I think it's really admirable that he stuck to his values. And I think that's what people want to see. No more of this centrist bulls---, right? It's important that we are able to see our politicians' opinions so we know if they're reflected in us or not,' Jain said. 'I feel like he ran a campaign because he believes that he as his most authentic self, really following his values, can help New York, rather than just pandering to try to get in office.' This article was originally published on
NBC News
6 days ago
- Entertainment
- NBC News
Zohran Mamdani's social media strategy was about more than viral videos
Sitting on the subway and holding a MetroCard as a microphone, Zohran Mamdani had a hot take for New York City: that he should be its next mayor. The scene was from a June ' Subway Takes ' TikTok video that amassed more than 3 million views — part of a broader push by Mamdani to meet voters where they lived online. By the time his grassroots campaign reached primary day, he had won the backing of major social media figures like Emily Ratajkowski and engaged with voters through popular accounts like Pop Crave. Thousands expressed enthusiasm for his candidacy in comments on his dozens of social media videos, which experts say pitched his platform and personality to voters so convincingly that he outpaced former New York Governor Andrew Cuomo in polls before beating him in a sweeping primary win. When the 33-year-old state lawmaker, then little known, first announced his mayoral candidacy last fall, he was considered a long shot. Mamdani was a self-described democratic socialist and deeply critical of Israel's actions in Gaza — factors that made him an unlikely Democratic candidate at a time when the party has been veering away from left-leaning values. But in the months leading up to Tuesday's election, Mamdani had skyrocketed from obscurity to internet fame, amassing more than 1 million followers on Instagram, as well as hundreds of thousands on TikTok and X. Though his viral social media campaign has echoes of Kamala Harris' own meme-filled run, analysts say Mamdani's exhibited key differences that helped usher him to real victory. 'If you ask voters, 'Why did you vote for Mamdani?' ... I don't think they're going to tell us, 'Oh, because I saw some cute thing on social media,'' said Jonathan Nagler, a politics professor at New York University and the co-director of its Center for Social Media and Politics. 'I think they're going to say what actually influenced them is because they learned something on social media about policies he had that mattered to them.' In his viral videos, Mamdani makes his hopes for the city clear: to lower the cost of living by raising taxes on the richest New Yorkers. His core campaign promises — rent freezes, fast and free buses, universal child care — have been the bedrock of his online platform. The more policy-focused online discussion stands apart from the content that defined Harris' online campaign, which included the aesthetics of Charli XCX's Brat and viral nonpolicy soundbites like Harris' reference to falling out of a 'coconut tree.' But along with policy, Mamdani also added personal flair to his online campaigning. In one recent video, Mamdani dapped up New Yorkers as he walked Manhattan from tip to tip, saying that residents 'deserve a mayor they can see, they can hear, they can even yell at.' He explained ranked-choice voting while speaking fluent Hindi in another video, complete with playful South Asian pop culture references. And when his campaign became the first to reach the $8 million spending cap in this year's mayoral race, Mamdani posted a video urging viewers to stop donating and volunteer to canvass instead. Anthony DiMieri, a filmmaker who works on Mamdani's campaign videos, said part of the mayoral candidate's popularity comes from the consistency of his character on and off camera. Mamdani is also highly involved in the video ideation process, he said, and will often add in spontaneous jokes or ideas during shooting. 'We met people on the campaign trail who said they joined because of the videos. We were like, 'What brought you here?' and they're like, 'I just loved his videos' and 'I haven't seen anybody like this,'' DiMieri said. 'We've all had a lot of fun doing this work, and I think the fun we're having is translating to audiences.' The momentum grew offline, too, as tens of thousands of volunteers showed up to door-knock for Mamdani in their neighborhoods. Online, his supporters shared stories of how they convinced their family, friends and neighbors to rank him first. Pranjal Jain, a digital strategist who worked on influencer strategy for Harris' vice presidential campaign in 2020, said Mamdani's social presence 'dismantles the ivory tower' that so many politicians keep themselves in. He's meeting New Yorkers on the streets with a warm smile, she said, and speaking to them like they're his peers. 'He is so smiley, he's so giggly. He's always hugging people,' Jain said. 'He's just running a grassroots and community-driven campaign, and I think his body language embodies that. Like, I've never seen Cuomo hug anyone in my entire life.' Experts agreed that the personality that shone through in Mamdani's videos effectively captured his audience in a way that Cuomo couldn't. 'It's not only about online or social media presence and filming spectacular actions,' said Magdalena Wojcieszak, a communication professor at the University of California Davis. 'It's also the fact that Mamdani is a very young 'digital native' outsider who has the charisma, humor, and personable nature that many politicians across the political aisle lack partly due to their age, political experience, and being seen as part of the 'establishment.'' Similar to Harris and President Donald Trump during their presidential campaigns, Mamdani has also been backed by online influencers and celebrities, appearing in videos with personalities ranging from Saturday Night Live cast member Sarah Sherman to left-wing Twitch streamer Hasan Piker. But Jain said Mamdani's influencer collaborations worked because these videos still incorporated talk of his policies and positions as opposed to relying on 'fluff.' He took a different approach to Harris' campaign, which she said failed despite being backed by ' Brat summer ' and celebrity appearances because those partnerships didn't meaningfully showcase why they aligned with Harris as a candidate. Throughout his campaign, clips of his mayoral debates, including his handling of questions pressing him on his opinions on Israel and his searing critiques of Cuomo, also became fodder for memes and discourse that propelled him further into online popularity. Meanwhile, Mamdani has remained firm on some of the most controversial stances in establishment American politics: He has characterized Israel's actions in Gaza as 'genocide' and described the phrase 'globalize the intifada' as capturing 'a desperate desire for equality and equal rights in standing up for Palestinian human rights' — positions that have garnered him accusations of antisemitism. 'It pains me to be painted as if I am somehow in opposition to the very Jewish New Yorkers that I know and love and that are such a key part of this city,' Mamdani said last week at an event in Manhattan, where he also shared that he has gotten anti-Muslim death threats to himself and his family. Online, Mamdani has also faced increasing Islamophobic rhetoric from right-wing commentators and politicians. After his victory Tuesday, X was inundated with posts calling him a ' Muslim jihadist ' and comparing his win to the 9/11 terror attacks. To Jain, Tuesday's election was proof that Mamdani's viability as a candidate didn't hinge on his willingness to budge on his beliefs, such as his democratic socialist agenda and his support for Palestinians. 'I think it's really admirable that he stuck to his values. And I think that's what people want to see. No more of this centrist bulls---, right? It's important that we are able to see our politicians' opinions so we know if they're reflected in us or not,' Jain said. 'I feel like he ran a campaign because he believes that he as his most authentic self, really following his values, can help New York, rather than just pandering to try to get in office.'
CBS News
20-06-2025
- CBS News
Some riders claim MTA's OMNY system is overcharging. Here's why the agency says not to worry.
Some New York City subway riders allege the MTA's tap and go system, OMNY, is charging them for rides they didn't take. As the MTA pushes back on those claims, here are some ways riders can be sure to protect their fare. "It's one charge after another" Most New Yorkers don't track every trip. But some claim they do and say they're being taken for a ride. One TikTok video about OMNY's tap and go payment issues has been viewed 28,000 times, and Reddit is flooded with similar complaints. "I think I am being charged for rides I didn't take," said rider Nikki Krat, adding, "It's one charge after another, and I haven't taken the train in days." Another rider said she received back-to-back charges and returned to the MetroCard, instead of tapping. But with the classic cards being phased out, soon OMNY will be the only option. MTA says riders are not being overcharged Last month, concerns about the billing issues became so widespread, the MTA wrote online, "Rest assured you're not being overcharged." Due to a software update, it says there is just a delay between the tap and the charge. "The way the system is supposed to work is that people are charged immediately," explained Lucas Gutterman, a consumer advocate with Public Interest Research Group. In 2023, riders could check the location of their swipes online. But then, for security reasons, the MTA disabled the "trip history" feature. Two years later, the agency says it's still evaluating new tools to serve customers, and to call customer service for account questions. "I was on hold for about an hour and then, almost instantly after someone picked up, the call was dropped," said rider James Crowley. What to watch out for Until the issues are fixed, Gutterman says riders should track their trips and dispute if they feel they've been overcharged. "The number of trips you took should match the number of times you were charged," he said. "If those numbers don't match, then you have a problem." CBS News New York reached out to the MTA about the issues. The agency said no one is getting overcharged, but it understands the concerns of customers who have experienced processing delays. It's also working to increase hours and staffing at the call center.
New York Post
13-06-2025
- Politics
- New York Post
No Kings Day protesters could top 75K in NYC, as NYPD, Port Authority increase presence
More than 1,500 'No Kings Day' rallies are expected to disrupt hundreds of cities in all 50 states Saturday, protesting President Trump as the Army's 250th anniversary military parade takes place in Washington, DC. A map on shows planned demonstrations across the US and Canada in what organizers call 'a national day of action and mass mobilization in response to the increasing authoritarian excesses and corruption of the Trump administration.' Jamie Bauer, a representative of No Kings, told The Post that crowds could exceed 75,000 in New York City alone. Advertisement 7 New York City protesters could exceed 75,000 as 'No Kings Day' rallies are expected to disrupt hundreds of cities in all 50 states Saturday — protesting President Trump as the Army's 250th anniversary military parade takes place in Washington, DC. A No King's demonstration was also held in NYC in April (above). In the summer of 2020, the largest protest over the death of George Floyd drew 25,000 people. A law enforcement source told The Post they 'have to be prepared for those kinds of numbers on Saturday.' The Port Authority is also beefing up security at the George Washington Bridge and Lincoln and Holland tunnels, as well as bus terminals and PATH stations. Advertisement The No Kings site notes that 'folks should stay on sidewalks and not block any traffic.' 7 More than 1,500 rallies are planned across the US as well as Canada. The law-enforcement source said the NYPD is less concerned about planned groups like Rise and Resist and more worried about unannounced potential 'troublemakers' in the mix. Here's where and when No Kings Day events are scheduled in NYC: Manhattan Advertisement The city main march planned is set to take place at 2 p.m. EST at Bryant Park and move down Fifth Avenue to Madison Square Park. 7 NYC's main protest will begin in Bryant Park. Tamara Beckwith A second 'spur march' will form one block north, at Grace Plaza. It will be 'a New Orleans-inspired funeral second line parade as a unique artistic delegation,' according to organizers. Another rally is planned at Columbia University, specifically for Columbia faculty, staff, students and alumni, at 1 p.m. outside the school's gate at 116th and Broadway. Demonstrators then plan to 'travel' to Bryant Park, and organizers have instructed attendees to bring a MetroCard. Advertisement A spokesperson for Columbia told The Post the demonstration is expected to occur off school grounds, and therefore is being managed by the NYPD. 7 A No Kings demonstration is planned for the gates outside Columbia University, which has seen many pro-Palestine rallies since Hamas's Oct. 7, 2023 attacks in Israel. James Keivom Brooklyn A No Kings Brooklyn protest is scheduled for 1 p.m. at a 'private' location, reported by Patch to be at Cadman Plaza West and Johnson Street. A stationary rally is also planned at Grand Army Plaza at 1p.m. Queens Demonstrators will meet at 12:30 p.m. at MacDonald Park in Forest Hills before marching along Queens Boulevard to Maple Grove Park, where a second rally is planned. 7 A No Kings demonstration, including a protester from Queens, took place in Longmont, Colorado, in April. Chris Goodwin/desrowVISUALS/Shutterstock Staten Island At 1 p.m., a No Kings protest is planned at 1698 Victory Boulevard, between Fairview Avenue and Manor Road, in Castleton Corners. No Kings is orchestrated by the 50501 Movement — short for 50 protests, 50 states, one movement — a grassroots group that reportedly formed on Reddit. They have held several No Kings rallies this year, including in on President's Day. Advertisement 'The No Kings movement is committed to a non-violent, peaceful expression of our horror at this administration's blatant and dangerous disregard for the Constitution,' Bauer said. 'The NYPD has been respectful of our first amendment rights in the past, and we don't expect that to change.' Long Island protests are planned in Port Washington, Mineola, Huntington, Babylon, Patchogue, Port Jefferson, Riverhead, Hampton Bays, Sag Harbor, Orient and East Hampton. 7 There have already been several No Kings rallies this year, including this one in Philadelphia. AP Nearby marches will take place in Weehawken, Yonkers and Jersey City. Advertisement Other 'flagship' rallies are planned in Philadelphia, Chicago, Houston, Phoenix, Charlotte and Atlanta. 'From city blocks to small towns, from courthouse steps to community parks, we're taking action to reject authoritarianism—and show the world what democracy really looks like,' organizers declared on their website. Protest organizers have dubbed the Army parade, which coincides with President Donald Trump's 79th birthday, 'a made-for-TV display of dominance for [Trump's] birthday.' That event, which will travel down the National Mall, reportedly will include uniforms, arms and vehicles from every major American war, starting with the Revolutionary War and including Abrams tanks and P-51 Mustangs. Advertisement 7 Saturday's protests will be held at the same time as a Washington, DC, parade celebrating the US Army's 250th anniversary. The day is also President Donald Trump's birthday. AP No Kings pledged not to hold a rally in DC, after President Trump warned that protesters at the military parade would face 'very heavy force.' 'Instead of allowing this birthday parade to be the center of gravity, we will make action everywhere else the story of America that day: people coming together,' the group's site says. Advertisement While there is no mention of masks on the No Kings site, attendees are encouraged to sign up for individual protests with their name, email and phone number. Organizers emphasized 'a commitment to nonviolent action' on the signup, saying, 'We expect all participants to seek to de-escalate any potential confrontation with those who disagree with our values.'
