From rallies to reels netas chase votes in meme mode

MUMBAI: As Mumbai warms up to the municipal elections, politics is no longer confined to rallies, roadshows or prime-time debates. It is scrolling past voters in the form of memes, AI-generated superheroes and reels designed to ride the week’s biggest social media trends.

The newest campaign trail favourite is not a politician but a pop-culture icon. On Instagram, AI-generated videos featuring Hollywood superheroes have gone viral, turning election chatter into shareable entertainment. Over the past few days, reels showing characters such as Thanos, Hulk and Iron Man campaigning for political parties have clocked millions of views, thousands of likes and extensive sharing.

These videos are not part of any official party campaign, yet their reach rivals and in some cases surpasses traditional political messaging. One widely shared reel from the account @shivsenahulk casts Hulk as a supporter of Shiv Sena, suggesting that the superhero has joined the party to serve Mumbai and Maharashtra. The character’s legendary strength is cleverly aligned with the party’s strongman image, helping the content strike a chord with viewers.

In another viral example, Iron Man, aka Tony Stark, is shown aligning with the Bharatiya Janata Party. The caption speaks of leadership, development and public service, using slick AI visuals and a familiar superhero persona to make the message travel faster across feeds.

The experimentation is not limited to Mumbai or to fictional characters. Voters in Pune recently witnessed a decidedly futuristic sight, a robotic dog navigating busy streets while sporting campaign posters for a political party. The mechanical campaigner quickly became a talking point online, underlining how technology-led novelty is now part of the election playbook.

Together, these moments point to a broader shift in how political communication is unfolding. Parties and supporters are increasingly aware that attention today is algorithm-driven. Instead of relying solely on mass rallies or scheduled television appearances, campaigns are leaning into formats that feel native to social media reels, memes, short clips and influencer-style storytelling.

Pop culture plays a starring role in this strategy. By borrowing instantly recognisable characters and trending jokes, creators are able to cut through crowded feeds, particularly among Gen Z and younger millennial voters. Politics, in this space, is less about formal speeches and more about cultural fluency knowing what is trending this week and adapting messaging accordingly.

While these AI-generated reels are largely created for humour and are not officially endorsed, they reflect a deeper reality. Election-related content is no longer restricted to manifestos and rallies; it now lives alongside entertainment, satire and internet creativity. The line between political messaging and pop culture is increasingly blurred.

Traditional campaigning has not disappeared, but it is no longer the sole centre of gravity. The modern political conversation is fragmented, fast-moving and deeply visual. And as the election season gathers momentum, memes, machines and movie characters may continue to do what loudspeakers once did grab attention, spark conversation and shape perception.

In the age of reels and robots, politics is learning a simple rule: if it does not trend, it risks being skipped.