Joseph Vijay's Tamilaga Vettri Kazhagam (TVK) has made a significant impact in Tamil Nadu politics by emerging as the largest party in the recent Assembly elections. Launched just two years ago, TVK capitalized on Vijay's extensive fan base and a strong social media strategy to mobilize voters, particularly among the youth. The party's campaign was characterized by limited traditional media exposure, allowing it to control its narrative and avoid potential controversies. Instead of press conferences, Vijay focused on engaging directly with voters through social media platforms like Instagram, YouTube, and WhatsApp, where his IT wing produced appealing content centered on themes of social justice and welfare. Reports indicate that TVK garnered substantial support from first-time voters and those aged 20-29, resonating with messages of dignity and empowerment. The party's manifesto included commitments to women's welfare, promising monthly financial assistance and other benefits. TVK's approach mirrors successful strategies seen in other regions, showcasing the growing influence of digital platforms in political campaigns.