Mumbai's Digital Election War: BJP's 'Marvel-Style' Campaign Pulls Ahead as Rivals Struggle Online

Mumbai: With just days to go before the city’s Brihanmumbai Municipal Corporation (BMC) elections, political campaigning has moved far beyond traditional rallies and posters. 

In this election cycle, the digital space has become a battlefield and the Bharatiya Janata Party (BJP) appears to be pulling ahead.

What Is BJP's Digital Campaign?

Across Instagram, YouTube and WhatsApp, BJP’s digital content has been hard to miss. The party is using eye-catching, AI-generated videos that repurpose familiar Marvel characters, putting them in Mumbai-focused messages about progress and civic issues. These short clips, aimed largely at young voters, have gone viral. 

A BJP official described the approach as blending entertainment with political messaging. The visuals feature popular fictional heroes delivering punchy lines tied to the party's slogan "Mumbai Won't Stop Now," which ties into themes of growth and momentum. 

How Is BJP's 'Marvel-Style' Campaign Capturing Youth Appeal?

The biggest highlights of this election season is BJP's AI-generated video campaign that has gone viral across social media. 

The campaign features world-famous Marvel characters such as Iron Man, Thanos, Spider-Man, and Hulk, that are talking about Mumbai's growth and civic issues.

These videos, blending entertainment with a political message, have become extremely popular among young voters, especially those voting for the first time between 18 and 25 years old.

Why is the opposition lagging behind online?

Opposition parties, including Shiv Sena (UBT) and Congress, have struggled to match the BJP’s digital momentum. Many of their posts focus on infrastructure projects or criticisms of the ruling alliance. 

Political analysts say Mumbai’s digital attention economy, where short, shareable content gets far more traction, is working in BJP’s favour. Traditional campaigning, once centred on long speeches and paper leaflets, is losing ground among a new generation of voters who primarily consume politics on mobile screens.