The Brihanmumbai Municipal Corporation (BMC) election in mumbai is scheduled for January 15, with the results of 227 corporators being announced on January 16. Traditionally, civic elections in the city have focused on rallies, door-to-door outreach, and newspaper advertising.
However, this election cycle shows a change to digital media as the main way to reach voters. Political leaders are using campaign messages specifically for social media platforms such as Instagram, YouTube, and WhatsApp. Short-form videos, shareable content, and visual storytelling have become main tools to engage voters.
As per reports, the BJP has tried to have a consistent visual identity across both digital and physical channels. The party’s messaging includes the Marathi slogan “Tyanchya bhulthapanna bhulnar nahi.” Another campaign tagline, “Mumbai aata thambnar nahi”, has been heavily promoted on social media, outdoor hoardings, and other campaign materials.
The party has also faced criticism for using AI-generated films featuring well-known fictional characters and movie stars as civic candidates. Experts say this aligns with younger voters who are familiar with short-form and meme-style content. Its strategy mirrors trends in influencer-led media and advertising.
Other parties, including the Shiv Sena (UBT), have focused their campaigns on legacy and performance. They highlight completed civic and infrastructure projects as proof of administrative ability. The party has promoted major initiatives, such as the Mumbai Coastal Road, using both outdoor hoardings and digital content. Their messaging focuses on delivery and results rather than digital innovation.