Zohran Mamdani, a current New York State Assemblymember, is running for New York City mayor as a Democrat. With the primary election only four days away, he is quickly closing the gap on front-runner Andrew Cuomo. Earlier this month, Mamdani released a political ad that looks a little different than usual – unapologetically rooted in identity politics.
The ad features Mamdani speaking almost exclusively in Hindi and Urdu while he explains who he is, his campaign and what policies he would be pushing for if elected. The ad also mentions his immigrant and Muslim background. This is a deliberate shift away from the dominant English political messages seen during campaign seasons. It is a way for Mamdani to lean in to what makes him different, being that he would be the first Muslim and the first South Asian governor if elected. This campaigning tactic may possibly be a risky choice, though, with many people feeling that identity politics is an outdated tactic.
Critics of identity politics say that is a divisive tool that calls attention to how Americans are different rather than our similarities. What Mamdani is doing, however, is not just about identity, it is about visibility and inclusion. By doing this, he is acknowledging that less polarization is built from the marginalized inward.
This political ad is a shift away from the norm, and it may impact how future politicians campaign. This video garnered national and even global attention, and it may have been a driving force that propelled Mamdani to close in on the gap against Cuomo. It may have future campaigns leaning into what about their identity sets them apart. Even if risky, it is a move that embraces authenticity over generalized, often vague messaging.
Mamdani’s campaign is a way for him to connect with voters and appeal to untapped audiences. Even if it does not work to secure him the position, it reimagines who campaigns are really targeted at.
