Social media, AI videos, viral formats reshape how Mumbai’s civic election is being fought
This digital push has drawn attention for its use of AI-generated videos featuring popular fictional characters. Representation pic/istock
Mumbai is heading into its Brihanmumbai Municipal Corporation election, scheduled for January 15. On January 16, counting day, we will know which 227 corporators have been elected to represent wards across the city. While civic elections have traditionally relied on rallies, door-to-door outreach and print publicity, this election cycle marks a clear shift towards digital platforms as a central space for public communication.
Campaign messaging by major political players is increasingly being designed for social media, particularly platforms such as Instagram, YouTube, and WhatsApp. Visual storytelling, short-form videos and shareable content are now key tools to reach voters, especially Mumbai’s urban and younger audiences.
One major political party has focused heavily on visual consistency and high-frequency digital output. Its campaign material, built around a single slogan and a uniform design language, has been circulated widely both online and offline, creating strong recall across platforms. In a strategic move, the party has also repurposed a rival’s audio messaging and adapted it into digital and outdoor formats, reinforcing its narrative through repetition and visibility.
This digital push has drawn attention for its use of AI-generated videos featuring popular fictional characters from global pop culture. These characters are shown as civic candidates in short, stylised clips that have gained significant traction online. While several political players have experimented with similar formats, this campaign appears to have achieved wider reach and engagement. By blending familiar pop culture figures with civic themes, the content taps into existing online behaviour patterns and encourages discussion, particularly among younger users.
The broader strategy reflects a shift towards attention-driven communication, where visibility, recall, and shareability take precedence over detailed explanations. Political messaging is increasingly embedded within everyday digital consumption, mirroring trends seen in advertising and influencer-led media.
In contrast, another major political formation has centred its communication on performance and legacy. Its campaign, visible across large outdoor hoardings and digital platforms, highlights completed infrastructure projects, and civic works, presenting them as evidence of administrative capability. Major urban projects feature prominently in this narrative, with messaging focused on delivery rather than digital novelty.
This contrast highlights two distinct approaches shaping the current civic election discourse. One prioritises trend-aligned digital storytelling to dominate online spaces, while the other leans on physical visibility and claims of past performance. As Mumbai’s electorate grows increasingly media-literate, both strategies are being scrutinised closely, reflecting a city that consumes political messaging as critically as it does content.
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