Su Vaat Che/Daruun/Wagid Zain/Badhiya, Zohran Bhai
The win is a play book of digital global working class politics, where the subaltern sphere was mobilised, through the digital realm through a language of the underdog, a language of hope- something similar to the Yes We Can, the Obama moment which eclipsed many others in the dreary long shadow of the War on Terror.
Campaigning in Spanish, Urdu, Bangla, and Arabic especially was a brave move, calling for dignity in a global moment where the right is marching ahead. The campaigning was about possibilities, rather than delivery. The Obama play book was refreshed for the Gen Z era, where costs of living have skyrocketed and with AI eating away while collar jobs, a vast majority of the educated majority being pushed into precarious gig work, which offers survival but no future. The Gen Z protests have an organic rationale as when the youth see no hope for a better life, and influencers flaunt Dubai bling lifestyles, the frustration can result in a Mamdani at best and Farage at worst.
Retail politics seems to speak to the needs of the subaltern. The need for welfare, or social redistribution is there from CDC vouchers in wealthy Singapore to cash transfers in Maharashtra in the form of Ladki Bahin Yogna. So the rent freeze and the free bus rides have examples from all over the world.
Kejriwal was successful in Delhi, but niche experiments don’t scale well as can be read from the AAP example. The Obama presidency was a case study which taught the centrist way.
The Khoja Entrepreneurial nature was evident in the campaign, and Mamdani at 34 has a few decades left in politics. The start up called Zohran has clearly raised Series A Funding.
Whether he is able to deliver an ROI which is greater than the pitch deck, needs more than creative communication.
Change Thinker 