In a major political upset, Democratic Socialist and first-term New York State Assembly member Zohran Mamdani won the July 1 Democratic primary for New York City mayor with 56 percent of the vote.

Mamdani’s grassroots campaign, powered by culturally resonant multilingual videos, helped rally a broad, often overlooked coalition of immigrant and working-class voters across the city.

One viral video posted on June 4 captured Mamdani mimicking Bollywood star Shah Rukh Khan while explaining ranked-choice voting using mango lassi a yoghurt-based drink popular in South Asia to a group of Hindi/Urdu-speaking New Yorkers.

The video, filled with Bollywood film clips and regional references, exemplified the creative, inclusive strategy that came to define his campaign.

Polling at just 1 percent in February 2025, Mamdani’s support surged through a campaign built on cultural connection and language accessibility. New York State estimates over 2.5 million New Yorkers struggle with English. Mamdani addressed this directly, releasing campaign content in Hindi, Urdu, Bengali, Arabic, and Spanish to connect with voters in their native languages.

“We ran a campaign that tried to talk to every New Yorker, whether I could speak their language or simply tried,” Mamdani said in a multilingual campaign video. “And the coalition that came out on Tuesday reflected the mosaic of these five boroughs.”

His message resonated widely, especially in immigrant-rich neighborhoods. He won strong support across South Asian communities in City Line, Ozone Park, and Jamaica Hills; Latino strongholds like Corona, Pelham Bay, and Washington Heights; and Chinese-populated areas including Flushing and Bensonhurst.

Mamdani’s outreach extended beyond language. His team partnered with Brooklyn-based creative collective Melted Solids, whose vibrant campaign visuals ditched traditional red, white, and blue motifs in favor of bold purples and yellows evoking familiarity through neighborhood store-style typography and design. Their first viral video garnered over 3.5 million views on X, and a post-election recap reached 5.7 million.

An associate professor at Queens College,Soniya Munshi, noted that Mamdani’s videos packed with recognisable pop culture references and emotional resonance sparked conversations within immigrant households and WhatsApp groups. “These videos opened up bigger conversations about our experiences and hopes for the city we call home,” she said.

Particularly powerful was Mamdani’s Bangla-language video with Council Member Shahana Hanif, the first Bangladeshi Muslim woman elected to NYC Council. While Mamdani isn’t fluent in Bangla, his effort to connect linguistically and culturally struck a chord with Bangladeshi voters like 68-year-old Chowdury Md Moshin. “I think he will be a good mayor,” said Moshin. “I love him.”

Experts say Mamdani’s success isn’t just about creative messaging it’s the substance behind it. “The social media content was delightful to watch but what was most important was that it had substance,” said Munshi.

With five months until the general election, Mamdani now faces incumbent Mayor Eric Adams, who is backed by former President Donald Trump. But Mamdani’s message of inclusivity, affordability, and cultural connection may continue to propel him forward in one of the most diverse cities in the world.

As media scholar Mara Einstein observed: “No marketing, no matter how good it is, can sell a bad product. Cuomo is evidence of that. Mamdani is selling something real and people are buying it.”