The recent victory of Joseph Vijay's Tamilaga Vettri Kazhagam (TVK) party signifies a transformative moment in Tamil Nadu politics, traditionally dominated by the Dravida Munnetra Kazhagam (DMK) and All India Anna Dravida Munnetra Kazhagam (AIADMK) parties. Leveraging his extensive fan base from the Vijay Makkal Iyakkam, TVK effectively mobilized voters across the state. In February 2025, the party announced plans to appoint over 70,000 booth-level agents, aligning closely with the number of polling booths in Tamil Nadu, to facilitate local engagement and voter turnout. Unlike his rivals, Vijay opted for limited media exposure, avoiding traditional press conferences and interviews, which helped mitigate potential controversies. After the election results, he celebrated privately rather than addressing a large rally. The party's IT wing, dubbed “Voice of Commons,” played a crucial role in reaching younger voters, creating engaging content on platforms like Instagram, YouTube, X, and WhatsApp. This innovative approach allowed TVK to spread its message effectively without significant advertising costs, showcasing a new era in political campaigning in Tamil Nadu.