For Thalapathy Vijay, this is his first election as the head of his political party, Tamilaga Vetri Kazhagam. While they became fodder for memes, the founder and followers never gave up on creating many new ways to take over social media and make a place in people’s hearts.

Actor Sivakarthikeyan, who voted in the Tamil Nadu Assembly elections 2026 held on April 23, said it was an election that saw the impact of social media. And he was not wrong. While most of the promotion was on the ground, social media was where it happened.

From spotlighting influencers to capturing people’s attention through creative campaigns, Vijay’s TVK has mastered it all. He took advantage of the power of social media and used it in his best efforts.

So, how do you trend on social media? Although there is no set formula, it takes a concerted effort to stand out from the crowd. And TVK focused on this. From creating viral videos, to marketing party-related merchandise, to deploying robots and even holograms, Vijay and his team did it all.

Here are some eye-catching moments from TVK’s campaign:

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

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

1. Hologram: Bridging Distances

Despite the momentum, the campaign faced dark moments, notably the Karur stampede tragedy that claimed 41 lives. With a limited window to visit each constituency, Vijay’s team deployed holograms. This allowed the actor to appear “live” with local candidates and give speeches in multiple locations simultaneously. The spectacle of digital victory in remote villages created such an attraction that traditional rallies could not match it.

2. Robot in Coimbatore

In Coimbatore, TVK took tech-integration a step further. While the cadres were wearing the party’s signature white shirts and yellow and red scarves, they were accompanied by robots. These automated greeters engaged with crowds at campaign events, blending political messaging with a “future-ready” aesthetic that instantly made headlines.

It was a clever attempt to woo urban, tech-savvy voters, but the question remains: is a robot welcoming you at a rally a symbol of governance, or is it really an expensive PR stunt?

3. The power of lookalikes

Cinema fans are familiar with “body doubles”, but TVK brought them into the campaign. Stage dancer Mathiyalagan, 35, who worked as the actor’s lookalike for 15 years, campaigned in Kolathur, India Today reported. The resemblance was so uncanny that many voters approached him for photographs, believing that 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 mehendi designs and themed nail art. It wasn’t just organic fan love; It became a micro-economy, with local entrepreneurs building businesses around party-related fashion and beauty services.

5. “Whistle” Kolam

To appeal to the youth and housewives, Vijay used traditional Tamil cultural underpinnings: the kolam. During his speeches he requested mothers to draw a whistle (Party symbol) Kolam in front of their houses. It transformed front porches into political billboards, signaling a silent but visible wave of support in the neighborhood.

6. “Child-influencer” strategy

One of the most debated moves came during Vijay’s final pre-election speech. He appealed directly to children and urged them to convince their parents to vote for TVK – even jokingly suggesting that they whistle in their parents’ ears until they agreed. This led to a rise in viral reels showing children crying or having seizures until their parents “promised” to vote for the party. While some saw it as a masterstroke of emotional branding, others criticized the ethically dubious move of using children for political persuasion.

7. Vijay Vardi

On polling day, despite the official campaign having ended, a different trend emerged. Following the Moral Code of Conduct (MCC), formal rallies stopped 48 hours before voting. However, fans maintained visibility by wearing the “victory uniform” – a crisp white shirt and khaki pants. The look became so synonymous with the party that even celebrities seen in similar outfits were immediately rumored to have voted for TVK.

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

The bigger question, however, is whether the attention can translate into electoral success? While the victory has undeniably generated momentum and captured the imagination of a section of the electorate, maintaining that interest beyond the spectacle – and converting it into long-term political credibility – will be the real test for TVK in the years to come.