The Tamil Nadu Congress unit released an AI-generated video on Tuesday, featuring Rahul Gandhi with the caption "Welcome Thalaiva." This move coincided with Gandhi's visit to the poll-bound state.
AI Video Showcases Gandhi's Tamil Nadu Connection
The over two-minute clip depicts Gandhi walking along a path, his helicopter visible in the background. Crowds line both sides, cheering as a Tamil song and an English rap track play in the background. The video also shows him interacting with various sections of society.
Using the title "Thalaiva" for its premier leader marks a shift. The Congress has projected Gandhi as "Jannayak" or mass leader for over three years. This change raises questions about a possible rebranding effort.
The 'Jannayak' Phase and Its Impact
The Congress began promoting Gandhi as "Jannayak" around September 2022. This coincided with the launch of his pan-India Bharat Jodo Yatra. The march started in Kanyakumari, Tamil Nadu, and concluded in Jammu and Kashmir in January 2023.
In January 2024, Gandhi led the Bharat Jodo Nyay Yatra from Manipur to Mumbai. It ended in March, just before the Lok Sabha polls. Both yatras helped Gandhi shed the "Pappu" label as he engaged extensively with common people.
The relative success of the Congress and its allies in the Lok Sabha elections was widely attributed to these marches. Gandhi's elevation as Leader of Opposition in the Lok Sabha further reinforced his "Jannayak" credentials. However, this momentum soon faded.
Recent Election Setbacks for Congress
Despite a buoyant Lok Sabha performance, the Congress faced unexpected defeats in subsequent assembly elections. The party lost in Haryana, even as the BJP dealt with a decade of anti-incumbency.
In Jammu and Kashmir, the Congress alliance with the National Conference won, but the party itself put up a weak showing. Similar patterns emerged in Jharkhand and Maharashtra, where the BJP-led Mahayuti swept aside the MVA coalition.
In February 2025, the Congress failed to open its account in Delhi for the third consecutive assembly election. The year ended with another drubbing in Bihar, where Gandhi was again projected as "Jannayak."
During this period, Gandhi clashed with the Election Commission. He accused the poll body of conspiring with the BJP to favor it in assembly elections.
'Thalaiva': A Strategic Rebranding Move?
Now, as the country heads into assembly elections in four states and Puducherry, the Congress has begun calling Gandhi "Thalaiva." The Tamil Nadu unit may have used the title due to his visit, but it could signal a move away from the "Jannayak" image.
Gandhi has another connection with Tamil Nadu. His father, former Prime Minister Rajiv Gandhi, was assassinated here in 1991 by Sri Lanka's LTTE rebels.
Projecting him as a leader might also send a subtle message to ally DMK, led by MK Stalin. Reports suggest the Congress has been in talks with Tamil superstar Vijay's fledgling outfit, the Tamilaga Vettri Kazhagam.
Whether this rebranding is deliberate remains unclear. Only time will tell if it resonates with voters in the upcoming elections.
