New Delhi: Swipe. Scroll. Vote. For Delhi University ’s Gen Z electorate, the campaign trail is increasingly moving from crowded college gates to the phone screen.
With Delhi University Students’ Union (DUSU) elections scheduled for Sept 18, candidates have turned social platforms into their new political pitch, using short, punchy videos to grab attention in a space where young voters already spend the bulk of their time.
A student involved in creating election-related content said that long speeches may struggle to hold students’ attention, whereas a short video can work when it is entertaining, relatable or tied to an issue on campus. Kavya, a first-year student, said she preferred being able to decide whether or not to engage with a campaign instead of having to encounter candidates during physical campaigning. Otherwise, I can simply scroll past,” she said. Indicating that DU would encourage social media campaigning, a senior university official said, “This can help limit defacement of public spaces and reduce pollution associated with conventional campaign materials.”
The shift is being driven not just by candidates’ need to reach Gen Z voters but by a growing ecosystem of reel makers, content creators and social media influencers producing campaign content. From catchy edits and campus-focused humour to candidate introductions and issue-based videos, professionalised digital campaigning is giving student representatives a way to shape their image beyond traditional manifestos and speeches. For students, the appeal lies partly in having greater control over how much campaign content they consume. “I can watch it when I want to. I don’t have to stop outside my classroom or sit through a long speech. If a reel interests me, I watch it. The university administration has also viewed the move towards digital campaigning in the context of reducing the physical footprint of elections.
Deepali Raina, who graduated from DU in 2010, recalled a campaign environment that depended heavily on physical interaction and personal networks. Student outfits experimented with digital platforms in earlier elections, but the 2026 contest has pushed online campaigning closer to the centre of the poll strategy.
A manifesto or speech is no longer enough to define how a candidate is perceived, according to the content creator. The difference is particularly visible to alumni who experienced DU elections before social media became central to student life. “Back then, if you wanted students to know you were contesting, you had to physically reach out to them. Candidates relied heavily on word of mouth, face-to-face canvassing, meetings, marches and personal networks. The connect was much more personal,” Raina recalled. The change has also expanded the definition of a candidate’s public image. Their appearance, manner of speaking, use of humour, participation in online trends and ability to present campus concerns can all contribute to their digital identity.