Digital mobilisation and child-safety concerns in Tamil Nadu's TVK campaign

By M.G. Devasahayam* 

Meta—the parent company of Instagram, Facebook and WhatsApp—recently agreed to a US$16.68 billion settlement in US courts over allegations that its platforms contributed to mental‑health harms among children. The settlement emerged during a federal trial involving claims brought by 29 states, local governments, school districts and individuals. Meta, along with Snapchat, YouTube and TikTok, continues to face thousands of lawsuits alleging that these companies knowingly designed features that are addictive to children and adolescents, thereby exacerbating a nationwide youth mental‑health crisis.

The relevance of these developments to the Tamil Nadu Assembly election lies in the core allegation: that certain social‑media platforms deploy design features capable of influencing young users through addictive engagement, emotional conditioning and targeted propaganda. Similar concerns were raised in Tamil Nadu regarding the campaign practices of the Tamilaga Vetri Kalazhagam (TVK), led by actor‑turned‑politician Joseph Vijay.

Digital Mobilisation And Narrative Construction

TVK’s campaign drew heavily on Vijay’s cinema‑based public persona—mass appeal, courage, anti‑establishment sentiment and problem‑solving heroism. These attributes, familiar from his films, were repurposed into political messaging. A digital‑operations group associated with the party is widely believed to have coordinated large‑scale online mobilisation, though its organisational details remain opaque.

According to accounts circulating in political and social‑media circles, this operation allegedly expanded into a coordinated digital ecosystem capable of manufacturing narratives, mobilising fans, amplifying propaganda and suppressing criticism. Reports suggest that more than 4,000 accounts operated through multiple digital hubs, each maintaining at least 250 followers, collectively reaching an estimated 70 million users daily during the election period. The ecosystem reportedly generated over one million daily impressions through memes, fan edits, emotional content, district‑level targeting and outrage‑based amplification.

The strategic model fused cinematic content—film clips, songs, emotional scenes, punch dialogues and celebrity aesthetics—with political messaging. This approach relied on repetition, emotional saturation and algorithmic visibility, gradually converting Vijay’s fan base into a digitally disciplined political network.

Observers noted that TVK‑aligned content began appearing in hyper‑local digital spaces, including neighbourhood WhatsApp groups and women‑centric hobby groups such as kolam and rangoli communities. This penetration contributed to heightened emotional engagement among young users, particularly women, children and teenagers.

A central narrative projected Vijay as an “Anna”—protector, moral alternative and victim of vested interests. This framing encouraged strong emotional attachment among supporters, who often interpreted criticism of Vijay as personal affronts. Concerns were raised that political discourse was shifting from rational evaluation to emotionally driven identity and loyalty.

Child‑rights Concerns

The Tamil Nadu State Commission for the Protection of Child Rights (SCPCR) wrote to the Director General of Police seeking legal action against TVK and Vijay for the alleged use of children in political messaging. The Commission also requested the removal of videos depicting children as political influencers. It separately wrote to the Chief Election Commissioner, citing a complaint from Tamil Nadu Child Rights Watch regarding emotional appeals directed at children.

One cited instance involved Vijay comparing children’s persistence in seeking chocolates or toys to urging family members to vote for him and his party symbol. Videos subsequently circulated showing children refusing food and urging relatives to vote for TVK.

I would not have fully believed the seriousness of these allegations had I not encountered them myself. During a family visit, my 12‑year‑old grand‑niece insisted with remarkable intensity that Joseph Vijay must become the Chief Minister of Tamil Nadu “at any cost.” Her father told me that Instagram‑based campaign content had profoundly influenced her and many children of her age. They appeared deeply invested in TVK’s victory and were actively pressuring parents and relatives to vote for Vijay.

The Election Commission of India (ECI), in a communication dated 5 February 2024, reiterated its prohibition on the use of children in election campaigns. The directive explicitly barred political parties from involving children in rallies, slogan‑shouting, distribution of materials or any activity that creates the semblance of campaigning. It also required compliance with the Child Labour (Prohibition and Regulation) Act, 1986 and its 2016 amendment.

Despite these directives, no substantive action was taken during the Tamil Nadu election cycle.

Electoral Outcome And Political Developments

TVK won 108 of 234 seats in the Tamil Nadu Assembly. The party subsequently secured a working majority through the support of legislators from the Indian National Congress, CPI(M), CPI and VCK, all of whom had contested the election as part of the DMK‑led alliance. Allegations of defections and political negotiations involving other parties circulated in political circles.

TVK currently leads a minority government without parliamentary representation at the national level. Meanwhile, TVK‑aligned digital promoters have reportedly expanded their activities into North Indian states, projecting Vijay as a decisive leader and “Thalapathy.” Some media surveys have placed him among emerging national political figures, though such findings remain speculative.

These developments highlight concerns about digitally driven political mobilisation, emotional conditioning and the role of social‑media ecosystems in shaping electoral behaviour. They also raise questions about regulatory enforcement, electoral safeguards and the broader trajectory of democratic processes in India.

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*Contact: deva1940@gmail.com