Seychelles' ruling party, led by President Wavel Ramkalawan, has launched a unique political outreach campaign in the run-up to the 2025 general election, using sugarcane juice and auto ride promotions to engage voters. The strategy, which has drawn both praise and criticism, is part of a broader effort to boost the party’s standing in the opinion poll, where it currently holds a 42% approval rating, according to a recent survey by the Seychelles Institute of Public Policy (SIPP). The campaign, which began in late March, has been particularly active in Mahé, the country’s main island, where over 10,000 free sugarcane juice samples were distributed in the first week alone.
Unconventional Tactics in a Tight Race
The campaign’s use of sugarcane juice, a staple in Seychelles’ local culture, is designed to create a personal connection with voters. Each sample is branded with the party’s logo and a message encouraging support for Ramkalawan’s policies. In addition, the party has partnered with local auto ride companies to offer free or discounted rides to polling stations on election day. This move aims to increase voter turnout, particularly among younger and lower-income voters who may face mobility challenges.
Political analysts have mixed reactions to the strategy. Dr. Mireille Moutet, a senior researcher at SIPP, said the campaign’s focus on accessibility and local culture is a smart move. “It’s not just about flashy ads or big speeches. It’s about making the party feel relevant and approachable,” she said. However, critics argue that the tactics are more about short-term visibility than long-term policy engagement. “This is a distraction from real issues like healthcare, education, and economic growth,” said opposition leader Surya Nand. “Voters deserve more than a free drink and a ride.”
Impact on Local Businesses and Markets
The campaign has had a noticeable effect on local businesses, particularly those in the food and transport sectors. Sugarcane juice vendors in Mahé reported a surge in demand, with some shops selling out within hours of the campaign’s launch. Meanwhile, auto ride companies like UBER Seychelles and local firms such as GreenTaxis have seen a 20% increase in ride requests in targeted areas. This boost in activity has led to higher revenues for some small businesses, but it has also raised concerns about market distortion. “We’re seeing a temporary spike, but what happens when the campaign ends?” asked Ravi Patel, owner of a popular sugarcane juice stall in Victoria.
Investors are also taking note. The Seychelles stock market, which has been relatively stable, saw a slight uptick in the week following the campaign’s launch, with shares of local transport companies rising by up to 3%. However, some financial analysts caution that the market reaction may be short-lived. “This isn’t a long-term investment strategy,” said analyst Lisa Gomes. “The real test will be whether the party can deliver on its promises after the election.”
Broader Implications for the Political Landscape
The SG campaign has also sparked a broader conversation about the role of unconventional political strategies in modern democracy. In a country where political engagement is often limited to traditional media and public rallies, the use of food and transport as tools for outreach is seen as a game-changer. “This is a reflection of how politics is evolving,” said Dr. Mireille Moutet. “Candidates are no longer just competing for votes—they’re competing for attention in a crowded digital and physical space.”
Opposition parties have begun to respond with their own initiatives. The United Seychelles party, led by former president James Michel, has announced plans to launch a similar campaign focused on digital outreach and community workshops. “We’re not going to be outspent or out-entertained,” said spokesperson Lillian Sankar. “Our focus is on policy and transparency.”
Public Reaction and Social Media Trends
Public reaction on social media has been divided. On platforms like Facebook and Twitter, the campaign has generated over 10,000 mentions in the past two weeks, with many users expressing surprise at the creativity of the approach. “It’s refreshing to see something different,” wrote user @SeychellesLife. “I’ve never seen a political campaign like this before.” Others, however, have been more critical. “This is just a gimmick,” wrote @SeychellesVoice. “It doesn’t address the real issues facing the country.”
The campaign has also influenced the way opinion polls are conducted. SIPP has reported an increase in participation, with over 1,500 new respondents added in the past month. This has led to more frequent updates and a more dynamic picture of public sentiment. “We’re seeing a shift in how people engage with politics,” said SIPP director Dr. Alan Nau. “This campaign is forcing us to adapt our methods.”
The upcoming 2025 general election remains the key event to watch. With the SG campaign gaining momentum, the race for the presidency is shaping up to be one of the most competitive in recent years. Voters will need to weigh the appeal of free juice and rides against the long-term vision of each candidate. As the campaign continues, the real test will be whether these unconventional tactics can translate into lasting support.
