Mamdani effect? Kerala busts poll stereotypes, redefines poster aesthetics in filmy, personal way

The image of a woman in a slightly hitched-up nightie, a towel casually flung over her shoulder, strolling along a narrow road lined with bushes, may not have been an ideal campaign poster for local body elections in the past. This long-shot photograph sliced right out of an afternoon moment in a Kerala village has rocketed across social media. The poster of LDF candidate Sreeja Shijo in the Kariyeli division in Koovapady, Ernakulam, connects with its earthy touch. If New York City Mayor Zohran Mamdani reshaped the campaign poster aesthetics with a brilliant mix of vibrant colours, drop-shadows and stylised fonts to capture the city's essence, yellow cabs and hot-dog vendors, Kerala does it another way.

Candidates in panchayats and municipalities appear in warm, candid frames: sharing tea, walking through busy streets, travelling on a KSRTC bus, interacting with locals, or even in raw moments from previous protests and lathi charges they participated in. Beyond the emotional hooks and party motifs, the posters and images celebrate the common, rural identities and local flavour.

Fonts have also become softer and personalised, carrying the intimacy of a handwritten note. The posters, in total, are more colourful, youthful and cinematic, replacing the once-standard images of men in starched khadi shirts and women in cotton saris.

With more young candidates—some just 21—entering politics, their peers naturally shape the visual language. Many of these designers are also students or early-career professionals who are familiar with social media trends, film-inspired styles, and modern design tools. The posters, priced between ₹200 and ₹600 per design, take anywhere from 20 minutes to over an hour.

Jithin, a 21-year-old BBA graduate from Palakkad, began designing on his mobile phone and now receives all his assignments through Instagram. In his first election season itself, he has created over 150 posters. He recalls when poster design followed strict colour codes—red for CPM, blue for Congress—whereas now colours depend solely on the photograph’s tone and the designer's creativity. "Online appeal is everything, and even AI-generated elements have entered the mix," Jithin told Onmanorama. Young clients, he says, insist that the visuals must speak to other youngsters.

The new generation of designers is busting stereotypes with cinema-style colour grading and textures. "Clients now request posters inspired by popular Malayalam films like 'Thudarum' and 'Hridayapoorvam'," says Kannur-based designer Mithun Kokkadan, 29, who runs the company Blackdot Creation. After 12 years in the field, he finds this era far more creatively liberating and prefers not to work with those who want old-style templates. "I have already completed more than 400 posters this season, including for clients across Kerala," he adds.

For 26-year-old Aswin Karayi from Iritti, Kannur, newer Malayalam font tools and design software have opened up fresh possibilities. "I often photograph candidates myself, capturing them during house visits or campaign interactions because such images instantly make them relatable. Local body representatives work closely with people, so posters must create an immediate sense of familiarity," says Aswin. "With many students entering the poll fray, college-election aesthetics have naturally followed, and even older candidates are adapting to remain relevant," he adds. Aswin, an SFI area committee secretary, has designed at least 30 posters free of cost this season.

Seasoned designers have reinvented themselves, too. Aneesh P D, 45, from Vellamunda in Wayanad, began with hand-painted boards before shifting to digital work. "This is the first time I have seen such a dramatic transformation in campaign visuals, driven largely by cinema poster styles. Posting my new designs online brought in clients asking for similar work," he says. "The trend is now unavoidable—staying updated is essential, even for senior candidates," Aneesh adds.

Driven by the change, the candidates have moved on from oversized faces and large fonts to candid photos with cinematic layouts. "Experiments begin on social media, where one poster can reach thousands without printing costs; only successful ones are later printed as flex boards. I have produced more than 500 posters this season and prefer letting my work speak for itself," says Praveen Puthussery, 39, from Edappal, Malappuram.