The campaign to project Tamil Nadu Chief Minister and Tamilaga Vettri Kazhagam (TVK) chief C. Joseph Vijay as a national political figure appears to be moving beyond Hindi-language reels and influencer promotions, with a growing network of state-specific social media accounts pushing Vijay and TVK content in regional languages.
Alongside the recurring #VijayThalapathy trends seen across northern states, speeches and public appearances by Vijay are being translated into Hindi and other regional languages and circulated across social media platforms. Multiple Instagram accounts carrying names associated with TVK’s state units are also promoting daily developments, statements and videos centred on Vijay in the respective regional languages.
Accounts identified with names such as TVK Karnataka, TVK Keralam, TVK Madhya Pradesh and TVK Maharashtra are among those building a digital presence for the party outside Tamil Nadu. Several other accounts appear to operate around specific states or wings of the party.
Alongside the #VijayThalapathy trends in northern states, TVK appears to be strategically expanding its digital outreach to several other states ahead of 2029.
Speeches by CM C Joseph Vijay are being translated into Hindi and other regional languages and pushed to trend across… pic.twitter.com/lmzy95OXLa
— Omjasvin M D (@omjasvinMD) September 1, 2026
The emerging pattern is significant because TVK remains a Tamil Nadu-based political party, yet its digital ecosystem is increasingly presenting Vijay as a leader with relevance across India.
This comes amid earlier reports of a much larger social-media operation aimed at building a national image for Vijay.
A Junior Vikatan report had claimed that TVK was spending around ₹5 crore a month on Instagram Reels, with influencers from states including Haryana, Uttar Pradesh, Bihar, Maharashtra, Madhya Pradesh and Jharkhand being used to promote Vijay and his government. If accurate, that would amount to roughly ₹60 crore a year on the reported digital image-building exercise.
The campaign has also allegedly moved beyond conventional promotional videos.
We had earlier reported on a series of street-style “vox pop” videos from cities such as Varanasi and Mumbai in which respondents were asked who they wanted as the next Prime Minister, with Vijay repeatedly emerging as the preferred choice. Some videos even compared Vijay favourably with Uttar Pradesh Chief Minister Yogi Adityanath. Several of the accounts carrying such content openly advertised paid collaborations or promotions.
In another report, we had documented how Vijay-related narratives were being circulated in multiple Indian languages, with messaging tailored to different states and audiences. The reported strategy involved attaching Vijay’s name to local issues and trending national stories while portraying him as a future Prime Minister and a leader who could address the concerns of young people and the middle class.
The latest state-wise expansion appears to fit into that broader strategy.
Instead of waiting for Vijay to acquire a political presence organically in other states, the digital campaign appears to be creating the infrastructure for one, complete with regional-language pages, localised content and state-specific social-media identities.
The objective is not merely to keep TVK supporters informed. It is to make “Vijay Thalapathy” a familiar political name outside Tamil Nadu, even in states where TVK has little or no organisational presence.
The development also comes at a time when TVK leaders have increasingly spoken about Vijay’s potential national role, with several party functionaries openly projecting him as a future Prime Minister. The reported influencer campaign, multilingual content strategy and state-wise social-media expansion are therefore moving in the same direction.
For a regional party that is yet to establish a significant electoral or organisational footprint outside Tamil Nadu, the scale of this digital expansion is notable.
The new cadre may not be on the streets. They may be behind screens — running pages, translating speeches, producing reels and pushing the same political message state by state.
Are virtual warriors becoming the new cadre?
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