By P.T. Bopanna
Social media played a major role in catapulting Joseph Vijay as chief minister of Tamil Nadu. Vijay’s rumoured girlfriend Trisha Krishnan (in picture) also had a ‘role’ in Vijay’s victory. More of it later.
I have been following Tamil Nadu politics since 1967 when DMK stormed into power led by C.N. Annadurai. I was witness to a procession which had lakhs of people marching down Mount Road in the then Madras (Chennai).
All these years, the Dravidian parties depended upon traditional political campaigning. The Congress lost the 1967 Assembly election mainly on account of price rise involving onion (vengai). The popular slogan was “Annachi Annachi, Vengai valai ennachi”.
Unlike the previous elections, Vijay’s Tamilaga Vettri Kazhagam (TVK), concentrated on social media. TVK utilized its network of nearly 85,000 fan clubs as digital distribution channels. Campaign material was circulated locally via WhatsApp groups and Instagram pages by micro-influencers.
The digital campaign specifically focused on Gen Z, first-time voters, and women. This approach was effective, as women accounted for a significant portion of the voter increase in the 2026 elections.
Unlike other traditional south Indian states, in Tamil Nadu politics, girlfriends play a role in politics.
The concept of ‘Chinna veedu’ is widely prevalent in Tamil Nadu. The masculinity of a man is measured by the number of mistresses he has.
Most of the leading Tamil Nadu politicians in the past have had string of affairs in the open.
For instance, it was widely known J. Jayalalitha was the mistress of actor MGR, who became chief minister of Tamil Nadu. Later on Jayalalitha too became a chief minister.
Since the concept of ‘Chinna Veedu’ is widely prevalent in Tamil mind-set, the presence of Trisha Krishnan, added to the aura of Vijay. She drew more attention than Vijay at the latter’s swearing-in ceremony as chief minister.