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NBC News
2 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.'
Cosmopolitan
4 days ago
- Entertainment
- Cosmopolitan
Zohran Mamdani Has Probably Had More Success on Hinge Than You
The current political landscape is filled with candidates who tirelessly attempt to brand themselves as 'of the people.' But I think there are some mundane human experience prerequisites you should meet before you get to flaunt that title. Have you ever been hit with an overdraft fee? Or stepped inside a public laundromat? By my judgment, New York City mayoral candidate Zohran Mandani has ticked at least one box in the "incredibly normal background" category. He and his wife, Brooklyn-based artist Rama Duwaji, met on Hinge. The New York State assemblyman shared this fun fact on The Bulwark podcast last week to support his take that 'there is still hope in those dating apps.' And while you might hesitate to buy into his argument, I find this lore charming. There's been plenty of noise about Zohran's age and very online campaign approach. (Should he win, at 33 years old, he'd be the youngest NYC mayor in a century. And on his campaign, he's ventured to press stops that very few of his elder opponents have, from Hasan Piker's Twitch stream to Subway Takes.) But above all else, what's more millennial than meeting your life partner on an app? Zohran's big Hinge reveal indicates that one of the top contenders for NYC mayor has probably spent 20 minutes (at least) picking out his six most flattering photos and identifying his main dealbreakers. It also means that Zohran's familiar with the draining experience of trudging through 'how was your Tuesday' exchanges. Which, now that I think of it, probably doesn't differ much from the campaigning experience. If anything, swiping primed him for politics. Since their first app-assisted meet-cute, Zohran and Rama, 27, have shared quite a love story. They got married earlier this year in a civil ceremony at the New York City clerk's office, a day he described adorably to Interview Magazine. 'The outside is just so beautiful and reminiscent of a different New York City, and the inside is in many ways public goods personified. All of these New Yorkers getting married at the same time at different ages and at different times in their lives, it's very beautiful.' But because the world is sick and appreciation for real #lovers is at an all-time low (by my observation), Zohran and Rama's relationship caught some flak earlier in his campaign. Online skeptics (ones who don't seem to understand the instinct to protect the people you cherish) came for Zohran, claiming he was 'hiding' Rama from the world…instead of exploiting their relationship for political gain, I guess. But the mayoral candidate posted a stern defense on IG, with his vibey black and white wedding photoshoot in tow! 'Three months ago, I married the love of my life, Rama, at the City Clerk's office. Now, right-wing trolls are trying to make this race—which should be about you—about her,' he wrote in the caption. 'Rama isn't just my wife, she's an incredible artist who deserves to be known on her own terms. You can critique my views, but not my family.' Allow Zohran and Rama to be all the motivation you need to keep swiping. I also have follow-up questions for them. Was Zohran honest about his height on his profile? How much would I judge his opening line to Rama? Who chose their first date spot? For these answers, we may have to wait until Zohran pens his autobiography or hosts a Rama-themed Instagram Q&A, whichever comes first. But it's amazing that he could become the first New York City mayor to know what the Rose feature is. We are truly living through history.
News18
29-05-2025
- Entertainment
- News18
Sooraj Pancholi Reveals Actors Pay Rs 30 Lakh To Feature On Top Podcasts
Last Updated: Sooraj Pancholi reveals that top podcasters in India charge up to ₹30 lakh for celebrity appearances. He shares his own experience with being offered a paid guest spot. When the world came to a standstill in 2020 due to the COVID-19 pandemic, the entertainment industry found itself in uncharted territory. Film shoots halted, television shows struggled to adapt, and even global talk show giants like The Tonight Show shifted into host's homes via webcams. As the virus dominated the news cycle, celebrities—cut off from film sets, premieres, and paparazzi—had to find new ways to stay visible. That's when podcasts stepped into the spotlight. Safe, accessible, and direct, they quickly became the preferred medium for stars looking to engage audiences without red carpets or studio lights. And by the time the world reopened, podcasts weren't just a backup plan—they were a permanent part of the media landscape. In fact, they had become so influential that, as actor Sooraj Pancholi recently revealed, getting featured on a top podcast could cost you a cool ₹30 lakh. Speaking to Hindi Rush, he said, 'I have heard that there are a few actors who charge about ₹30 lakh to do a podcast. Is this true? I have come here for free, at least give me ₹30,000." When the hosts laughed it off, Sooraj added that podcasters are now the ones setting the terms—and charging celebrities to appear. He wasn't being sarcastic. Sooraj acknowledged that the tables have turned. 'These guys have great viewership," he said, 'and they've worked really hard to build their platforms. It makes sense—they're offering reach that even traditional media struggles to deliver." And he's not the only one observing this shift. Comedian Kareem Rahma, host of the hit digital series Subway Takes, recently turned down actress Amy Schumer's request to be on his show. 'She wasn't the right fit," he said bluntly. Since launching in 2023, Subway Takes has featured guests like Cate Blanchett, Charli XCX, and even U.S. Vice Presidential candidate Tim Walz. With over 420k subscribers, Rahma's YouTube channel is now one of the most-watched pop culture formats on the internet. The rise of podcasts as celebrity gatekeepers isn't accidental. According to Forbes, more than 540 million people listen to podcasts globally—a number that's only growing. What started as a niche format has now become a powerful cultural force. In fact, Vulture once claimed that Donald Trump's effective outreach through podcasters like Joe Rogan contributed significantly to his digital dominance—while traditional political players struggled to catch up. The ripple effect has reached India too. Several Indian celebrities have launched their own podcasts to take control of their narratives. Neha Dhupia, Kalki Koechlin, Navya Naveli Nanda, and Rhea Chakraborty are among those using the format not just for interviews, but for storytelling, vulnerability, and brand building. For Rhea, Chapter 2 marked a redemptive comeback, where she candidly opened up about life after Sushant Singh Rajput's death and the media trial that followed. Meanwhile, social media creator Apoorva Mukhija, aka Rebel Kid, launched her own podcast after the viral fallout with comedian Samay Raina. In just three weeks, her show has amassed over 2.2 million views, proving just how quickly podcasts can gain traction. First Published:
Indian Express
29-05-2025
- Entertainment
- Indian Express
Sooraj Pancholi says actors pay Rs 30 lakh to appear in podcasts with top guys: ‘I too received the offer'
Back in 2020, when COVID-19 pandemic hit the world, it closed down filmmaking globally. All the major morning and late night shows struggled with productions, some moving them into their homes like Jimmy Fallon's Tonight Show. The news channels were all about the developments of the new virus across the world, but stars and personalities were still hungry for attention. It was around this time when podcasts and YouTube shows emerged as safer alternatives for stars to reach out to their audience and stay in news. By the time the pandemic subsided, these podcasts had become foundational. It became so sensational that landing a spot on top podcasts or YouTube shows became a competitive thing for the stars and their PR teams. Now, these podcasts hold so much power that they reportedly charge actors to feature them on their podcasts, with some even rejecting them saying, 'they are not the right fit.' In a recent conversation with Hindi Rush, actor Sooraj Pancholi said the top podcasters charge Rs 30 lakh to feature people on their podcast. He said, 'I have heard that there are a few actors who charge about Rs 30 lakhto do a podcast. Is this true? I am just wanting to know because I have come here for free. Pay me at least Rs 30,000.' When the podcasters revealed that now the tables have turned, Sooraj quickly added, 'Yes, I have heard that too that the podcasters who have good viewership charge Rs 30 lakh to get you on their podcast.' He admitted that he too had received a similar offer from the top guys. He added, 'But it makes sense as they give you viewership. They have put immense hard work to grow their page so I think why not? Because we cannot deny the fact that they have great viewership.' ALSO READ | Mohan Babu was howling when he got to know about co-star Soundarya's death, shares Vishnu Manchu: 'Our family went through a lot of pain and trauma' Previously, Comedian Kareem Rahma, the host of digital interview series Subway Takes recently shared that he declined to feature I Feel Pretty star Amy Schumer on his show when her team reached out to him. He said, 'I will probably get in trouble for this, but Amy Schumer. Let's just say she wasn't the right fit.' Since posting the first episode in 2023, Subway Takes has featured personalities like CHarli XCX, Cate Blanchett, and Vice Presidential candidate Tim Walz, among others. SubwayTakes with Kareem Rahma has over 420k subscribers on YouTube. According to Vulture, it became gospel that Donald Trump won his second presidency in part because he successfully courted Joe Rogan and a slew of other new-media hosts while Kamala Harris didn't. According to Forbes, there are over 540 million listeners globally, making brand leverage podcasts as a core component of their marketing strategies. Now, several celebrities have also taken up this opportunity to build their own podcasts. In India, actors including Kalki Koechlin, Neha Dhupia, Rhea Chakraborty, and Amitabh Bachchan's granddaughter Navya Naveli Nanda have their own podcasts. For Rhea Chakraborty, her podcast Chapter 2 became her grand comeback into the showbizz after actor Sushant Singh Rajput's death, where she spoke extensively about her struggles and time in jail. Even Rebel Kid Apoorva Mukhija turned to a podcast after her Samay Raina controversy. The three weeks old podcast today boasts over 2.2 million views.
CairoScene
26-02-2025
- Entertainment
- CairoScene
Comedian Kareem Rahma & Wife Karina Muslimova Star in Gap Campaign
Gap's latest series puts the spotlight on real, everyday style, worn by the people shaping culture in their own way - including comedian Kareem Rahma. American casualwear label Gap has created an ongoing series shedding light on artists within its community. This time, the brand follows Egyptian-American comedian Kareem Rahma and his wife Karina Muslimova as they go about their day in Brooklyn, chilling between creative projects, parenthood and everything in between. For Rahma, dressing is all about function. Whether he's shooting an episode of 'Subway Takes', performing with his band 'Tiny Gun', or moving between projects, he needs outfits that keep up. 'I usually leave the house for 10 hours and go to a lot of different places,' he explains in his Gap campaign. 'So, I like clothes that are layered, functional, comfortable, and make me feel cool.' He keeps it effortless in an Oversized Denim Chore Jacket and '90s Loose Khakis in the campaign. Muslimova, a writer and artist, sees fashion the same way. 'Because I'm a mom, comfort is the most important thing,' she says. 'I like to have some fun. I'll play around and combine things that usually don't go together, or add my own touch with accessories.' In the campaign, she does just that, styling the Men's Oversized Trench Coat and Horseshoe Jeans with her own vintage Gap scarf.
