Zohran, Naam Toh Suna Hoga: How Mamdani Embraced His Identity and Won Over NYC

Zohran Mamdani campaigning on the streets of Fordham Road, the Bronx, as early as November 10th 2024, a full year before he became mayor-elect of New York City.

By Eli Kowar

I first saw Zohran Mamdani in a campaign ad on social media in which he was speaking Hindi. "He's Desi?" I asked aloud in shock. My surprise deepened as Mamdani began to make movie references to Bollywood, the Hindi-language film industry in India, and the largest in the world. He spoke of Om Shanti Om (2007), Deewar(1975), Roti Kapada Aur Makaan (1974), Karz (1980), Maalik (1972), and Gully Boy (2019); meanwhile, other Mamdani ads drew on the aesthetics of Bollywood film posters. As a Desi person, someone of South Asian descent, Bollywood has always been the way I’ve connected with my culture and home. Being born and raised in the Bronx has given me a strong sense of pride for my borough and city, but it also means I’ve been distanced from Desi culture. I felt split between the part of me that wanted to immerse myself in my Desi heritage, and the other that was trying to fit in by watering myself down to blend in with the crowd. It was like I had to compartmentalize parts of myself to be accepted. Indeed, living in a culture where whiteness is often treated as the default, many people of color feel the pressure to downplay their identity. Mamdani embraced his full heritage in spite of this, refusing to dilute his identity to appeal to whiteness. What drew many, including me, to his campaign was that he was not compartmentalizing.

Speaking about Mamdani’s decision to highlight his South Asian identity in his campaign, Anjali Khosla, journalist and assistant professor at The New School, said, “Many politicians attempt to appeal to a stereotypical white American voter with a certain set of values and fears and power. I believe Zohran understood how alienating and dismissive that is for many New Yorkers, who are breathtakingly diverse. Years ago, Zohran wrote an essay about being an outsider everywhere — in his case, in India, in Uganda, in the United States. So many New Yorkers — and Americans, in general — have felt that way and have been treated like outsiders by politicians and by media. By embracing all parts of himself and others in his run for mayor, he recognized that in fact, being a cultural straddler and having more than one cultural vein to draw from is one of the most defining and unifying and valuable qualities of a New Yorker.”

Social studies teacher at the High School for Contemporary Arts Tatiana Nelson agreed. “I was so excited to see Zohran lean hard into his South Asian identity. His campaign wouldn't have been as authentic without his willingness to show up as himself - Bollywood, Hindi and all! This was the same man who led a hunger strike advocating for taxi drivers in the city, specifically our South Asian and African brothers and sisters who power our city. To me, his identity is a driving force toward a justice-oriented vision for New York.”

In contrast, in the last year, politicians of Indian descent have used their proximity to whiteness to be accepted by a majority-white base. “People like Kash Patel, Vivek Ramaswamy, Nikki Haley... only care about their marginalized identities for their own selfish gains and treat it as a transactional identity. You’re only brown when it’s convenient,” said Zumina Ruedella, an English teacher at the same high school. “I agree that these people are exhibiting model minority behavior to keep up their proximity to whiteness. But by conforming to the very expectations of the model minority myth, you are complicit in upholding white supremacy. You are directly supporting systems that oppress people of color. You are a hypocrite who reeks of privilege.”

This is why Mamdani feels relatable. He is openly Indian and Muslim. He does not deny his Ugandan origins. He openly advocates for trans rights and understands the change the younger generation truly wants to see. Mamdani didn’t just feel like a Desi-origin politician looking for my vote. He felt like someone I saw myself in, who could implement real change.

“To me, his identity is a driving force toward a justice-oriented vision for New York.” - TATIANA NELSON, SOCIAL STUDIES TEACHER AT THE HIGH SCHOOL FOR CONTEMPORARY ARTS

After his election night victory speech, Mamdani walked off stage to the Bollywood song “Dhoom Machale,” an ode to his Desi roots. Literally meaning “to have a blast” or “make some noise,” it shows what Mamdani accomplished with this historic win and hopes to continue to do as he gears up to officially become mayor of New York City. This is the beginning of a new era for the city, one that is sure to make plenty of noise.

To the new mayor-elect, from one Desi to another, I’d just like to say: They say if you can make it here, then you can make it anywhere, so dhoom machale and show them what you’re made of.