TVK Vijay’s success formula decoded: How Thalapathy weaved a social media algo aura to beat DMK
Limited media involvement formed part of the plan
During the campaign, Vijay eschewed traditional press conferences and unscripted interviews. He did not speak to mainstream media outlets even after the initial results. While DMK and AIADMK leaders addressed the media every day, TVK limited its direct communication. This approach reduced the risk of controversy and kept each press release focused.
Supporter networks turned into political base
TVK was built on the pre-existing fan clubs of Vijay under the management of Vijay Makkal Iyakkam. These clubs, which operated in Tamil Nadu before the formation of the party, had experience in organizing events and outreach work. The party transformed this network into a political structure.
In February 2025, TVK announced plans to appoint more than 70,000 booth-level representatives, close to the number of polling booths in the state. These agents handled voter turnout, local issues, and election day efforts in the field.
IT wing led the digital campaign
TVK’s IT wing played a central role. Vijay described his party’s IT and social media wing as “the best in India”. A team called “Voice of Commons” created short videos, reels and images aimed at young voters. The content focused on themes of social justice, secularism, egalitarianism and prosperity.
The party used Instagram, YouTube, X and WhatsApp to share official messages and fan-created content. Hashtags and challenges helped spread information without spending much on advertising. Supporters acted as “virtual warriors” and maintained disciplined online messaging.
Controlled visuals shaped public image
The campaign used carefully selected images and videos that portrayed Vijay as a calm leader who focused on issues rather than day-to-day political fights. This direct access through social media has allowed the party to connect with voters without relying on traditional news sources.
Reports showed strong support for TVK among first-time voters and the 20-29 age group. These voters responded to messages about dignity, women’s empowerment, and clean governance.
Important events and highlights of the manifesto
The state conference organized by TVK in Vikravandi in October 2024 attracted huge crowds. Vijay talked about the party’s ideology based on the ideas of Ambedkar, Periyar and Kamaraj, which focuses on secularism, social justice and state autonomy. Videos of the event spread widely online.
Women were given importance in the party’s manifesto. He fielded 24 women candidates and promised monthly aid of 2,500 rupees to female heads of households, free LPG cylinders and gold to brides from poor families. TVK contested all 234 seats alone.
Similar roads seen elsewhere
Vijay’s use of social media and fan base follows examples in other regions. In Nepal, Balendra Shah used online communication to come to power. In New York, Zohran Mamdani combined digital support with on-the-ground efforts to win the support of young voters.
