When Zohran Mamdani stood before a roaring crowd in Queens after his historic victory and told Donald Trump to “turn the volume up,” it wasn’t just a clapback. It was a statement of power.
It said: We are not afraid to be heard.
It also said something brands need to remember, that true influence comes not from shouting louder, but from speaking with meaning.
A campaign rooted in real stories
Mamdani’s rise wasn’t built on money or machinery. It was built on narrative. A Ugandan-born Muslim, a New Yorker by heart, a son of immigrants, his campaign wasn’t polished to perfection, it was personal to connection.
From rent freezes to free buses, his promises reflected lived realities, not focus-group talking points. That is what gave his message weight and warmth. Brands often spend millions trying to simulate that level of authenticity. Mamdani lived it. (Source: The Guardian)
Cultural fluency as strategy, not afterthought
Mamdani’s team didn’t just translate slogans; they translated values. His campaign spoke in multiple languages, visually represented immigrant pride, and understood the pulse of working-class neighbourhoods.
That kind of cultural fluency cannot be faked, and it is exactly what audiences now expect from brands. The modern consumer wants representation that feels earned, not added later. (Source: Al Jazeera)
Turning up meaning, not noise
When Mamdani said “turn the volume up,” he was inviting amplification, not of himself, but of shared purpose. His campaign didn’t rely on expensive media buys, it relied on people sharing stories they believed in.
For marketers, this is the shift: the most powerful campaigns today don’t interrupt audiences, they mobilise them. They give people a reason to speak up, share and connect. (Source: The Washington Post)
The lesson for brands
Brands can no longer rely on clever copy or demographic targeting alone. Audiences today are not passive recipients of messages, they are active participants in narratives that matter to them. Mamdani’s campaign proved that when people feel seen and heard, they become more than supporters, they become storytellers. His message worked because it was rooted in collective experience rather than corporate polish. It didn’t just speak to communities, it spoke from them.
That is the key shift for brands. Campaigns that win in today’s media landscape are not about perfectly timed posts or viral slogans, they are about alignment – between story, purpose and community. A brand that genuinely listens to the cultural and emotional frequencies of its audience will always resonate more than one that simply targets a demographic on a spreadsheet.
Mamdani’s campaign was small but mighty because it reflected people’s lived realities and amplified their voices instead of talking over them. It invited participation, it made people feel part of something larger than themselves, and it rewarded belief with belonging.
If your brand can build that same alignment between purpose and people, you won’t need to fight for visibility. Your audience will choose to amplify your message. They will “turn the volume up” for you – not because you told them to, but because you gave them a story worth sharing.
How Muslim Ad Network Helps Brands Turn the Volume Up
At Muslim Ad Network, we specialise in delivering campaigns that connect culture, purpose and performance. Just like Mamdani’s grassroots storytelling, we help you deliver narratives that sound authentic, look familiar and feel personal.
Here’s how we do it:
- Cultural insight and strategy: We understand the nuance of Muslim and immigrant-heritage audiences and help you to deliver campaigns that truly connect.
- Authentic storytelling: We turn brand messages into human stories that people want to amplify.
- Multi-channel amplification: We ensure your story travels where it matters most.
- Purpose with performance: We balance message and metrics, ensuring that your campaign not only resonates but converts.
If you’re ready to move beyond noise and turn the volume up on your next campaign with purpose, culture and clarity, we’re ready to help. Contact Muslim Ad Network today to start building campaigns that people don’t just see, but believe in.