How social media turned Indian film star Vijay into a political force

Tamilaga Vettri Kazhagam (TVK), led by film star Chandrasekhar Joseph Vijay, won 108 seats in Tamil Nadu’s assembly elections, securing a majority just 10 seats short of the 234-member house. Vijay, popularly known as Thalapathy Vijay, was sworn in as the state’s chief minister after days of uncertainty over coalition support. His party’s victory defied expectations, as most candidates were political newcomers, including Madhar Badhurudeen, a 42-year-old meat shop owner who defeated high-profile rivals from the Dravida Munnetra Kazhagam (DMK) and All India Anna Dravida Munnetra Kazhagam (AIADMK). Vijay’s campaign relied heavily on social media, with thousands of digital volunteers mobilizing support on platforms like YouTube, Instagram, and Facebook. Unlike traditional campaigns, Vijay avoided press conferences and lengthy public speeches, instead communicating directly with supporters online. Analysts credit this strategy for turning the election into India’s first major contest won primarily through digital outreach. Badhurudeen, a Muslim candidate from a Hindu-majority constituency, attributed his victory to Vijay’s influence and the party’s whistle electoral symbol. He campaigned on promises of a corruption-free administration, contrasting with rivals backed by senior leaders and celebrities. Vijay himself campaigned in person for less than three weeks, taking a break after a crowd crush at a rally last year killed dozens. TVK’s success marks a shift in Indian politics, where elections are typically dominated by money, caste, and religion. The party’s candidates, many of whom were first-time contestants, won despite limited ground-level visibility. Media strategist Anup Chandrasekharan noted that Vijay’s supporters had ‘ushered in a digital revolution,’ leveraging social media to outmaneuver rivals in a state with the world’s second-largest smartphone market.