During the recent Local Government Elections in South Africa, the National Dialogue Front (NDF) adopted an unconventional approach to voter engagement, with one of its executive members, Vanitha Sakloo, offering a unique incentive. Sakloo publicly promised voters a home-cooked meal in exchange for their support. "If you vote for this party, I will cook fish curry for you," Sakloo stated, aiming to personalize the campaign in areas like Chatsworth.
Bruce Gounder, a candidate from the NDF, featured prominently in digital campaign materials, including a video distributed via WhatsApp. The video depicted Gounder at a riverside location, concluding with a direct appeal to voters. Gounder urged participation in the electoral process, stating, "On the 4th of November, let us vote. Let us rise. Let us rebuild." This messaging sought to inspire community action and a sense of collective responsibility among the electorate.
Impersonations and Nostalgia
Shameen Thakur-Rajbansi recently shared a social media reel featuring voice-over artist Ashen Singh, who impersonated her late husband, Amichand Rajbansi. Singh, an MC and comedian, referenced Rajbansi's signature dish, breyani, which he famously distributed during his campaigns to foster community ties. The impersonation sought to evoke nostalgia for the former Minority Front (MF) leader. Singh stated, "Mr Rajbansi was my idol. It was good to bring back an iconic Chatsworth politician," noting the impact of Rajbansi's public persona.
Rajbansi, who passed away in 2011, had only begun to utilize Facebook as a campaign platform before his death. The use of his likeness and campaign tactics, such as the breyani reference, taps into a historical connection with the electorate. This strategy is part of the ongoing digital engagement efforts leading up to the next election, scheduled for November 4, 2026. The approach aims to connect with voters by invoking memories of a political figure deeply associated with community engagement in areas like Chatsworth.
Food Promises and Visual Gags
The Minority Front (MF), National Dialogue Front (NDF), and Democratic Alliance (DA) are increasingly utilizing humor to engage a digitally aware electorate. Bruce Gounder, the DA’s Ward 13, Ugu North candidate, posted a video depicting himself rising from a grave. Gounder directly referenced the DA's resilience, stating, "You think I was dead? Not a chance." He further urged voters to "bury deadwood, bury waste, bury potholes." Gounder later removed the video from TikTok.
Vanitha Sakloo also featured in a video, seen with a pot of fish curry, promising to cook the dish for those who supported her husband, Raymond Methraj Sakloo, in his election campaign. Raymond Methraj Sakloo explained the video's intent, stating, "The video was meant to be light-hearted, taking a dig at the infamous Rajbansi breyani tactic. If Rajbansi could do it and it worked so well for him, we thought it would be good to provide an alternative in a fish curry." He added that the video was a "passing joke" that unexpectedly went viral and was "looked at in a positive light."
Gounder elaborated on his use of comedy in campaigning: "Sometimes when I try to get a message across using comedy, the message gets across better than when I'm just being serious. The main thing is to get the people and the message across." He noted the fast pace of social media necessitates quick engagement, stating, "you’ve got to do something to get them (the social media users) in the first five seconds, so that they do not move on. Sometimes it works; sometimes you get criticism."
Shifting Campaign Strategies
Shameen Thakur-Rajbansi, leader of the Minority Front (MF), has embraced this comedic evolution in campaigning, according to her statements. Thakur-Rajbansi observed that traditional campaign methods are no longer effective. "No longer can one use the old method of face-to-face campaigning with the electorate. Thirty years ago, we had door-to-door campaigning, and we could count on the electorate listening to us give lengthy speeches at town halls. But not anymore," Thakur-Rajbansi said. She explained that younger party members advised her to adopt digital strategies: "The young people, who are part of the party these days, have advised me that I must embrace quick reels that capture the attention of the person watching on their phones or tablets."
A video titled "The Resurrection of Bush Knife Bobby" exemplifies this shift. The method actor, known for his movie character Bush Knife Bobby, filmed the video at a cemetery in Scottburgh, stating he received permission for the shoot. The video aimed to convey a message about governance, emphasizing that the elections presented an opportunity to end poor municipal leadership. Thakur-Rajbansi commented on the evolving nature of political engagement, stating, "Our democracy does not have to be a joyless space; we can modernise how we campaign." This approach reflects a broader trend among South African parties to integrate humor and unconventional tactics into their digital outreach efforts.
