With just weeks remaining before Tamil Nadu enters full election mode, the information technology wings of major political parties have begun intensifying their presence and implementing innovative strategies to connect with voters across the state.
Dravidian Giants Strengthen Ground-Level Digital Presence
Among the prominent political forces, both the DMK and AIADMK have established IT wing representatives at the polling booth level, marking a significant shift toward localized digital campaigning. The ruling DMK has appointed booth level digital agents in all electoral booths to coordinate party activities, which prominently feature promoting government initiatives and flagship projects.
DMK's Youth-Centric Digital Approach
A district-level functionary from the DMK's IT wing revealed their strategic focus on younger demographics. "Instagram has surpassed Facebook and Twitter in popularity among Tamil Nadu's youth, so we're creating engaging reels using advanced digital tools to resonate with young voters," the official explained. "With misinformation about state government policies circulating widely, we've doubled our fact-checking efforts to counter deliberate falsehoods spreading across social media platforms."
The party is actively rejuvenating its digital workforce by replacing inactive members with younger, more dynamic individuals for both booth-level digital agent positions and ward-level IT wing roles, ensuring fresh energy drives their online campaigns.
AIADMK's Expansion and Revitalization Strategy
The opposition AIADMK has increased its IT wing functionaries from twenty to twenty-five per party district, demonstrating their commitment to digital expansion. Following their successful rebuttal to actor-politician Vijay's statements that gained substantial traction, the party plans to highlight inflation concerns among voters to build anti-incumbency sentiment against the ruling DMK.
An AIADMK IT wing functionary detailed their approach: "We've established IT wing representatives even at the village panchayat level. Rather than removing inactive members, we're supplementing our teams with vibrant new workers to achieve our objectives and foster healthy internal competition." The party is also reviving dormant social media pages and handles to maximize their digital footprint.
National Parties Embrace Artificial Intelligence and Call Centers
Recognizing their limited presence at booth and ward levels, both the Congress and BJP are aggressively expanding their digital operations through technological innovations.
Congress Introduces AI Character Rakkamma
The Tamil Nadu Congress Committee has launched an artificial intelligence-generated character named Rakkamma—a young woman dressed in traditional saree who discusses political issues and welfare programs under Congress governance. "Rakkamma Talks produces daily Tamil-language reels criticizing what we perceive as anti-people policies of the BJP government," stated Arisikadai David, party IT wing president for Trichy urban district.
David further explained their organizational expansion: "We currently have IT wing workers at the zonal level, and we'll soon appoint representatives at the ward level to strengthen our grassroots digital presence."
BJP's Multi-Pronged Digital Offensive
The BJP, renowned for its robust digital infrastructure, has established call centers throughout Tamil Nadu to communicate directly with citizens about National Democratic Alliance government schemes. The saffron party operates ten call centers across key locations including Chennai, Coimbatore, and Trichy, each employing twenty-five staff members to contact potential voters.
"We specifically reach out to beneficiaries of central government programs," explained Oppili Srinivasan, BJP IT wing president for Trichy urban. "While some recipients may initially seem unreceptive, we persistently promote our initiatives like the PM rooftop solar installation program and various subsidy schemes."
These call centers reportedly contact approximately seven hundred people daily, operating primarily from party offices. The BJP has strategically reorganized its IT wing into two specialized teams: an IT and database management team handling polling booth details and cadre information, and a social media team managing official accounts and content dissemination.
As the election atmosphere intensifies across Tamil Nadu, political parties are clearly prioritizing digital outreach, recognizing that technological innovation and social media engagement could prove decisive in reaching voters and shaping public opinion during the upcoming electoral battle.
