Tamil film star-turned-politician Thalapathy Vijay has achieved an unexpected political victory in Tamil Nadu, proving the power of social media in India’s elections.
His party, Tamilaga Vettri Kazhagam (TVK), led by Vijay, made history by securing 108 seats in the 234-member Tamil Nadu assembly. In a remarkable upset, TVK’s candidate Madhar Badhurudeen won the Madurai Central constituency, defeating well-established rivals with a margin of over 19,000 votes.
Badhurudeen, a 42-year-old meat shop owner, ran a low-profile campaign in contrast to his powerful opponents from the Dravida Munnetra Kazhagam (DMK) and the All-India Anna Dravida Munnetra Kazhagam (AIADMK), who had the backing of high-profile leaders and celebrities. Vijay, despite being a popular figure, did not visit
Badhurudeen’s constituency. Yet, the victory has been attributed to Vijay’s vast online presence and the support of a digital army of “social media warriors.”
Experts believe that this election was one of the first in India to be won almost entirely through digital campaigning. “Vijay’s supporters have ushered in a digital revolution,” said media strategist Anup Chandrasekharan.
Unlike traditional campaigns that rely heavily on rallies, speeches, and door-to-door canvassing, Vijay’s approach centred on a strategic use of social media platforms like YouTube, Instagram, Facebook, and WhatsApp.
Vijay, known for his roles as a hero fighting against corruption, injustice, and inequality, leveraged his personal brand to amplify his political message.
His image as a defender of the underprivileged resonated deeply with his supporters, particularly with women and younger voters. His fan base, built over 30 years in the Tamil film industry, has grown into a sophisticated political machine.
During the campaign, Vijay made limited physical appearances, campaigning for just under three weeks, including a break after a tragic crowd crush at one of his rallies in September 2025.
Despite the limited in-person campaigning, his speeches and monologues were repackaged into short-form content, such as Instagram Reels and YouTube Shorts, which were then circulated rapidly across social media and WhatsApp groups.
These digital platforms helped Vijay maintain a constant presence, even when he wasn’t physically campaigning.
A viral video of Vijay’s selfie from a party conference in Madurai received nearly 90 million views in 24 hours, exemplifying the scale of his digital reach.
Vijay’s supporters turned his campaign appearances into viral moments, driving engagement with his platform and message.
“The digital campaign was highly effective,” said Chandrasekharan. “Traditional opinion polls and exit polls missed this trend.
His campaign was an unseen force online.” The TVK’s well-funded and organised information technology wing ensured that campaign material was consistently churned out, while also addressing criticism from rivals.
This strategy appears to have paid off, with Vijay’s party winning significant support among the younger generation, especially Gen Z voters.
His ability to connect with the electorate through social media is seen as a game-changer in Tamil Nadu politics, which has long been dominated by traditional party structures and money politics.
Despite his success, there are questions about Vijay’s lack of political and administrative experience as he assumes the role of Chief Minister.
Some have raised concerns about whether his government will be able to deliver on the promises made during the campaign. “Vijay needs to perform after coming to power,” said Chandrasekharan. “He can’t rely on digital campaigning alone to sustain political momentum.”
However, supporters of Vijay’s TVK party are confident in their leader. Badhurudeen, who won his seat despite being an outsider, believes that Vijay’s leadership will usher in a clean, corruption-free administration. “Our aim is to provide a clean administration, and our leader can do that,” he said.
Vijay’s victory marks a significant shift in Tamil Nadu’s political landscape, challenging the dominance of the DMK and AIADMK. But as Vijay takes on the role of Chief Minister, the challenges of governance will test his ability to transform his digital success into real-world political change.
The stakes are high, and the real work for Vijay and his supporters begins now.
