Kangan: "Jiyoon Ho, Jiyoon Ho... PDP Jiyoon Ho..." This Kashmiri slogan reverberates from vehicles fitted with microphones, accompanied by music and rhythm. The meaning of the slogan is: "We will win, we will win, PDP will win." Young men on decorated bikes, who came from far different localities to be a part of the rally, echoed the slogan. This scene unfolded near Chattergul, close to Kangan city on the national highway from Srinagar to the India-Pakistan border.

As the convoy arrived, the excitement among the crowd, who had forgotten the scorching sun while waiting, intensified. Iltija Mufti waved and greeted the crowd from the open rooftop of the vehicle.

The roadshow proceeded forward, accompanied by a rally of young bikers. When the demonstration reached the centre of town, Iltija took the microphone. "For over 60 years, the National Conference has ruled this state. Did you receive anything? Put your hand on your chest and tell me, did you receive anything...?" In response to Iltija's question, the crowd replied that they received nothing.

“The PDP has only had four years of governance. Just see what all developmental works were undertaken during these four years?” she asked. The applause seemed unending as she listed administrative accolades one by one.

After the speech, the rally proceeded to the next junction.

Iltija Mufti, the daughter of former Jammu and Kashmir Chief Minister Mehbooba Mufti and granddaughter of the late Mufti Mohammad Sayeed, is the PDP candidate from the Bijbehara constituency, a stronghold of the Mufti family. This constituency has been represented by the family since 1967, first by the grandfather and then by Mehbooba since 1996. This time, Mehbooba is not contesting; instead, her daughter has entered the fray.

After the voting in Bijbehara, 37-year-old Iltija has hit the streets to campaign for candidates from other constituencies.

It was during the period when Article 370 was revoked in 2019, while Mehbooba was under house arrest, that Iltija became the face of the party. She began campaigning for her mother’s release, writing to Union Home Minister Amit Shah. Iltija obtained the Supreme Court's permission to visit her mother. When Mehbooba was eventually released, Iltija participated in press conferences and events with her.

In 2022, Mehbooba appointed Iltija as her media advisor. A video series initiated by Iltija on social media, titled ‘Aap Ki Baat, Iltija Ke Saath’ (Have a talk with Iltija), became a hit, paving the way for her political entry. Iltija holds a degree in Political Science from Delhi University and a master's degree in International Studies from the University of Warwick in the UK.

During the roadshow, Iltija also found time to speak with Mathrubhumi:

PDP is part of the INDIA bloc, but you are outside the alliance in Jammu and Kashmir. What’s the reason?

Their alliance exists only on paper. They make statements criticising each other and field proxy candidates to defeat one another. Thus, it has only a name called the INDIA bloc but holds no relevance. Once the elections are over, this alliance will collapse.

The revocation of Article 370 is a major election campaign issue. What is the PDP's stance?

Our position is very clear. We are having a strong protest demanding the restoration of Article 370. We are also at the forefront of the issues of Jammu and Kashmir. I was the first to raise protests when the Article was revoked.

The BJP claims that development has increased in Jammu and Kashmir since the revocation of Article 370. What is your opinion?

What development has the BJP brought? I have travelled to every village. There isn’t even basic infrastructure anywhere. Is this development? Young people are unemployed. Look at the unemployment rate: it's 39%. Jammu and Kashmir has the highest unemployment rate in the country. This is not development; it is discrimination against a Muslim-majority state.

What are the chances of the PDP winning?

Despite all the campaigns against us, the people are with us. You can see it here. We will win, garnering votes beyond expectations.