BBC Asia reports: He was not from a prominent family or a political dynasty. Even TVK leader Vijay didn't visit his constituency to campaign for him.But last week, Badhurudeen defeated his powerful rivals, winning with a margin of more than 19,000 votes."My only strength was our leader Vijay and the electoral symbol of the party (a whistle). I campaigned based on the principles of our leader, offering a corruption-free administration," Badhurudeen told the BBC.Getty ImagesSupporters of Vijay celebrate his recent electoral successHe wasn't the only one to spring a surprise.
TVK candidates - mostly debutants - won 108 seats, leaving Vijay's party just 10 short of a majority in Tamil Nadu's 234-member assembly and pulling off one of the most stunning upsets in recent Indian political history. The actor was sworn in as the state's chief minister on Sunday after days of uncertainty about whether he would get enough numbers to form the government.India's electoral landscape is usually dominated by money, caste and religion. Vijay, though one of the state's most recognisable faces, campaigned in person for less than three weeks altogether.
Background
He took a break from campaigning for more than two months after dozens of people were killed in a crowd crush at one of his rallies in September last year.In some places, his rallies were cancelled due to what the party described as logistical issues and lack of time.So how did candidates like Badhurudeen win despite being less visible on the ground? Much of the answer, experts say, lies in social media. Digital campaigning does play a role, as is to be expected in the world's second-largest smartphone market, but Vijay's supporters were operating several notches ahead of rivals.Once he began his active political campaign last year, Vijay neither gave media interviews nor addressed press conferences, and his public speeches were notably shorter than those of other leaders.
Key facts
- He was not from a prominent family or a political dynasty.
- Vijay, though one of the state's most recognisable faces, campaigned in person for less than three weeks altogether.
- Much of the answer, experts say, lies in social media.
What this means
Instead, he communicated directly with supporters on social platforms.But each of Vijay's appearances was amplified relentlessly online. His speeches and monologues were repackaged into Instagram Reels and YouTube Shorts, then blasted across WhatsApp groups and social platforms, finding old and new supporters who voted for the 'whistle' symbol in the hope that a new leader would usher in positive change.For example, an edited selfie video of Vijay from a party conference in Madurai city got nearly 90 million views in 24 hours.In many of his films he portrayed the image of an angry man fighting against corruption, injustice and inequality.
He projected himself as a man who stood for the underprivileged and the voiceless - the defender of social justice. That made him hugely popular with fans.TVKMadhar Badhurudeen (wearing a cap) ran an understated campaign in comparison with rival candidatesOne of Vijay's biggest advantages was the network of around 85,000 fan clubs he had carefully cultivated over his 30‑year career in the Tamil film industry.When he launched his party two years ago, his vast fan base evolved into an organised political machine and sophisticated online army, sharing campaign material and clips from his speeches."Vijay had limited campaign appearances.
Originally reported by BBC Asia. This story has been edited and re-presented by BRIC Team.
