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.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.Restrictions on posters and printed campaign material have further accelerated the transition. While physical campaigning continues, candidates are increasingly relying on social media to reach potential voters. Reels, in particular, allow candidates to compress their messages into a few seconds and catch attention.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. “Social media is a natural substitute as restrictions on printed material have increased, particularly because reels can be shared quickly and give candidates an opportunity to develop a recognisable personality,” he said.The content creator also pointed to the creative possibilities offered by digital campaigning. “If we see the content being created for this year’s campaign, cars, props and other visual elements can be incorporated into videos even when such displays cannot be part of physical campaigning on campus,” he said.For students, the appeal lies partly in having greater control over how much campaign content they consume. 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. “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. Otherwise, I can simply scroll past,” she said.The difference is particularly visible to alumni who experienced DU elections before social media became central to student life. Deepali Raina, who graduated from DU in 2010, recalled a campaign environment that depended heavily on physical interaction and personal networks. “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 university administration has also viewed the move towards digital campaigning in the context of reducing the physical footprint of elections. 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.”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. The change has also expanded the definition of a candidate’s public image. According to the content creator, a manifesto or speech is no longer enough to define how a candidate is perceived. 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.This has, in turn, created a larger role for content creators, who increasingly operate at the intersection of student politics and social media culture. Their understanding of editing, trends, humour and platform-specific formats allows campaigns to package political messaging in ways designed specifically for a Gen Z audience.But some students pointed out that the same digital environment that offers candidates enormous reach also presents a challenge: A reel can potentially reach thousands of students within hours, but can disappear from their attention just as rapidly.
