The Communist Party of India (Marxist) is shaking up its traditional communication style as it gears up for the upcoming Bengal Assembly elections, inspired in part by the viral campaign of New York’s Mayor Zohran Mamdani. Dipsita Dhar, a prominent CPI(M) leader, recently kicked off a video with a bold statement aimed at the wealthy elite who support the Bharatiya Janata Party (BJP): “If you’re among the corrupt and wealthy 1% loved by the BJP, stop watching.” This engaging rhetoric is a departure from the CPI(M)’s often serious tone and reflects a shift towards a more relatable and youthful approach.
Dhar, who is contesting for the Dum Dum North constituency in Kolkata, emphasizes the importance of connecting with younger voters. Her video, which has already amassed over a million views on Facebook since its release on March 29, combines cheeky commentary with vibrant visuals and upbeat music. The shift in language, particularly the use of terms like “1%” borrowed from American political discourse, indicates a strategic adaptation to modern political communication.
“Zohran Mamdani’s videos are a breath of fresh air; they are inspiring,” Dhar remarked. “As young people, we need to communicate in ways that resonate with our peers.” Mamdani’s rise from a lesser-known politician to the mayor of New York in 2025 was marked by a similar ability to engage and mobilize voters via social media, a tactic that the CPI(M) is now keen to emulate.
This strategic pivot is essential for CPI(M) as it faces the BJP’s formidable presence in West Bengal. The party has long adhered to a narrative of class struggle, yet the evolving political landscape necessitates a re-examination of its messaging strategies. The incorporation of more dynamic content aims to appeal to the youth demographic, which plays a pivotal role in shaping electoral outcomes.
The changes observed in CPI(M)’s campaign strategies suggest a broader trend among political parties in India, recognizing the power of social media as a tool for engagement and influence. As the elections approach, the adoption of Mamdani-inspired tactics could be a game-changer for CPI(M), potentially revitalizing its image and connection with younger voters in Bengal.
