As Mumbai moves closer to its 15th Brihanmumbai Municipal Corporation election, the political contest has taken an unexpected turn. While traditional campaigning continues on the ground, the real fight for visibility is increasingly playing out on mobile screens. With 227 wards at stake, parties are no longer relying only on rallies and posters—the digital battlefield has become just as critical.
In this shifting landscape, the Bharatiya Janata Party appears to have gained an early advantage, particularly among young voters who consume politics through reels, memes and short videos rather than speeches.
Why Is BJP’s Superhero-Themed Campaign Going Viral?
One of the most talked-about aspects of the current campaign is BJP’s use of AI-generated, pop-culture-driven content. Videos inspired by Marvel-style superheroes—featuring characters loosely modelled on Iron Man, Spider-Man and others—have spread rapidly across social media platforms. Instead of conventional political messaging, these videos blend humour, entertainment and civic themes, speaking the language of first-time and young voters aged 18–25. Political observers say the approach feels less like propaganda and more like content young users would willingly share, giving it organic reach beyond paid promotion. While rival parties have attempted to experiment with similar formats, BJP’s execution has stood out for its clarity, production quality and consistency.
How Is BJP Using Branding to Control the Narrative?
Beyond viral videos, the campaign is built around a simple but repeatable message: Mumbai Won’t Stop Now. The slogan appears everywhere—on hoardings, digital banners, social media posts and short-form videos—creating a strong visual and thematic identity. The messaging subtly contrasts momentum with stagnation, progress with delay. By repurposing tones and formats once used effectively by Shiv Sena in earlier decades, BJP has flipped familiar political language to its advantage, forcing opponents to respond rather than lead. In comparison, Shiv Sena (UBT) has largely focused on highlighting completed infrastructure projects such as the Coastal Road. However, scepticism persists among voters, with many questioning whether credit is being claimed for projects planned or initiated under previous administrations.
Why Does BJP Dominate the Digital Attention Economy?
In a city where attention spans are short and content is endless, BJP has prioritised recall over rhetoric. Instead of long-form speeches, the party has invested heavily in bite-sized, high-frequency content tailored for Instagram Reels, YouTube Shorts and WhatsApp Statuses. This strategy ensures repeated exposure across platforms that dominate daily screen time. As a result, BJP’s messaging reaches voters passively, without requiring active political interest. In contrast, opposition campaigns that rely more on traditional formats appear less visible in the fast-moving digital ecosystem.
Is This Election More About Perception Than Civic Issues?
The BMC election was once defined by discussions around roads, drainage and local governance. Today, it increasingly resembles a contest of storytelling. On one side, opposition parties lean on legacy and past achievements. On the other, BJP projects itself as forward-looking, tech-savvy and aligned with youth culture. Much like the fictional heroes featured in its campaign, BJP has positioned itself as a symbol of momentum and action. The underlying message is clear: Mumbai’s future belongs to innovation and speed, not nostalgia or recycled promises. Whether digital dominance translates into votes remains to be seen. But one thing is certain—the fight for Mumbai’s civic body is no longer confined to physical spaces. It is being waged, scroll by scroll, on screens across the city.