How Vijay's theatrics made his party TVK a viral force in Tamil Nadu polls

For Thalapathy Vijay, this has been his first-ever election as the chief of his political party, Tamilaga Vettri Kazhagam. While they became fodder for memes, the founder and the followers never left any stone unturned in creating several innovative ways to take over social media and find a place in the hearts of the people.

Actor Sivakarthikeyan, who voted in the Tamil Nadu Assembly Elections 2026, held on April 23, said this was an election that witnessed the impact of social media. And he was not wrong. While most of the campaigning was on the ground, social media was the happening space.

From influencer marking to grabbing eyeballs through creative campaigns, Vijay's TVK nailed the brief. They capitalised on the power of social media and used it in their best efforts.

So, how do you trend on social media? While there is no fixed formula, one has to make solid efforts to stand out from the crowd. And that's what TVK concentrated on. From creating viral videos, to marketing party-related merchandises, to deploying robots and even holograms, Vijay and his team went all in.

Here are some of the eye-grabbing moments from TVK's campaign:

Vijay, in most of his speeches, reiterated that he had left cinema in the prime of his career to serve the people who supported him for over 33 years as an actor. While he pitted himself against DMK-led Stalin politically, he knew that he had to make a solid mark to get a good head start in the first elections.

This is when creativity comes in handy. Vijay knew that his public meetings, roadshows and rallies would attract crowds of all age groups.

1. Holograms: Bridging the distance

Despite the momentum, the campaign faced dark moments, most notably the Karur stampede tragedy that claimed 41 lives. With a limited window to visit every constituency, Vijay’s team deployed holograms. It allowed the actor to appear "live" beside local candidates, delivering speeches in multiple locations simultaneously. The spectacle of a digital Vijay standing in remote villages created a fascination that traditional rallies couldn't match.

2. Robots in Coimbatore

In Coimbatore, TVK took tech-integration a step further. While cadres dressed in the party’s signature white shirts and yellow-and-red scarves, they were accompanied by robots. These automated greeters engaged with the crowd at campaign events, blending political messaging with a "future-ready" aesthetic that grabbed immediate headlines.

It was a clever attempt to woo the urban, tech-savvy voter, but the question remains: does a robot greeting you at a rally signify governance, or just a really expensive PR stunt?

3. The power of look-alikes

Cinema fans are familiar with "body doubles," but TVK brought them to the campaign trail. According to an India Today report, 35-year-old stage dancer Mathiyelagan, who worked as the actor’s look-alike for 15 years, campaigned in Kolathur. The resemblance was so uncanny that many voters approached him for photos, believing they were meeting "Thalapathy" himself.

4. Merchandising: Sarees and nail art

TVK’s visual identity became a lifestyle brand. Social media was flooded with TVK-inspired sarees, intricate mehndi designs, and themed nail art. This wasn't just organic fan love; it became a micro-economy, with local entrepreneurs building businesses around party-related fashion and beauty services.

5. The "Whistle" Kolam

To sway the youth and homemakers, Vijay utilised a traditional Tamil cultural staple: the kolam. During his speeches, he requested mothers to draw a Whistle (the party symbol) Kolam in front of their homes. This turned front porches into political billboards, signalling a silent but visible wave of support across neighbourhoods.

6. "Kid-fluencing" tactics

One of the most debated moves came during Vijay's final pre-election speech. He appealed directly to children, urging them to persuade their parents to vote for TVK—even jokingly suggesting they blow whistles in their parents' ears until they agreed. This led to a surge of viral reels featuring children crying or throwing fits until their parents "promised" to vote for the party. While some saw it as a masterstroke of emotional branding, others criticised the ethically questionable move of using children for political persuasion.

7. The Vijay Uniform

On polling day, a distinct trend emerged despite the end of official campaigning. Following the Moral Code of Conduct (MCC), formal rallies ceased 48 hours before the polls. However, fans maintained visibility by wearing the "Vijay Uniform"—a crisp white shirt and khaki pants. The look became so synonymous with the party that even celebrities seen in similar attire were immediately rumoured to have voted for TVK.

Vijay’s debut political campaign was as much about visibility as it was about votes. By blending cinema-style theatrics with social media-savvy strategies, TVK ensured it remained part of the public conversation throughout the election cycle. The campaign demonstrated how political messaging is evolving – where virality, visual identity and cultural resonance play an increasingly central role.

However, the larger question remains: can attention translate into electoral success? While Vijay has undeniably built momentum and captured the imagination of a section of the electorate, sustaining that interest beyond spectacle – and converting it into long-term political credibility – will be the real test for TVK in the years ahead.