These Voters Were Overlooked. Then They Helped Mamdani Win.
Even so, in June, as primary voting maps show, those same South Asian areas in Queens and Brooklyn that had lost Democratic support and shifted towards Trump in 2024 went decisively for Mamdani. According to an internal analysis of voting data shared with POLITICO Magazine by a political strategist who was granted anonymity because they were not authorized to speak with the media, South Asian turnout increased by 12 percent between the 2021 mayoral primary and this year's race in 13 assembly districts with a significant share of South Asians. This increase was driven primarily by Bangladeshis and to a lesser extent, Pakistanis — mainly in Queens and Brooklyn. First-time voters over 45 years old increased by over 6 percent across these 13 districts. The lion's share of this increased South Asian vote went to Mamdani, despite the gross imbalance in campaign funding between him and Cuomo and the latter's dynastic bona fides.
A November 2024 video Mamdani posted on social media contains clues about how Mamdani went from polling at 1 percent shortly after launching his campaign to comfortably winning the primary. In it, Mamdani did interviews with Trump voters, many of whom appeared to be working-class South Asians, asking them why they voted for Trump and what it would take for them to switch back to the Democratic Party. Then he told them about his campaign. The video captures the mix of tactics that may have led to Mamdani's ultimate success: He went directly to these voters, asked them what they needed, and told them he could deliver it. He then made what he heard — in particular, concerns about affordability — the heart of his campaign, amplifying it consistently through savvy social media videos in South Asian languages and an aggressive field campaign staffed with South Asian faces.
Conventional wisdom has dictated that targeting 'triple prime voters'— those who have voted in at least three previous primaries — is the winning electoral strategy. But Mamdani's campaign decided to target 'low propensity' voters — those who have been disconnected from electoral politics.
'He went after them full throttle and it paid off rather handsomely,' said Lange.
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