AI and Holograms Revolutionize Tamil Nadu Election Campaigns
As Tamil Nadu prepares for polling on April 23, the election campaign is undergoing a dramatic transformation, with catchy, hyperlocal, AI-generated songs becoming the new soundtrack designed to linger in voters' minds long after rallies conclude. From Coimbatore to the Cauvery delta, candidates are striving to strike the right chord with the electorate through customized campaign tunes, with over 30 songs produced during the nomination phase alone. This is far from a low-budget side act; parties and candidates are willing to invest between Rs 10,000 and Rs 25,000 per song to sharpen their outreach efforts.
Beyond Traditional Methods: The Digital Campaign Playbook
The political playbook has evolved significantly beyond wall posters and van announcements. Parties are now blending music, artificial intelligence, and social media algorithms to create more targeted campaign pushes, particularly on platforms like Instagram and Facebook. Here, advertisements are fine-tuned to budgets and voter demographics through Meta ads, ensuring messages reach specific audiences effectively.
At the heart of this fusion of music and politics is a growing ecosystem of AI creators. R Loganathan, creative head of Ninth Direction, has delivered more than 30 AI-generated songs for 15 candidates, including several in Coimbatore. "Unlike in previous elections, AI is now being used for better public outreach, especially through AI-generated campaign songs," he explained. "There is equal demand from DMK and ADMK candidates, along with some from DMK alliance parties such as Congress and the Left." His client list spans party lines and geographies, from DMK and ADMK candidates in Tirupur, Coimbatore, and the delta to DMK alliance candidates in southern districts.
Loganathan notes that his journalism background aids in crafting lyrics tailored to individual candidates. "I have even received requests from former ministers for song packages ranging from Rs 10,000 to Rs 25,000. Depending on the package chosen, we provide a song to a candidate in different tunes," he added.
Global Reach and Social Media Strategies
The digital push extends beyond songs, with campaigns going global. Sources indicate that DMK's IT wing is running an intensive social media operation from the UAE, targeting overseas audiences and utilizing platforms like TikTok, which remains banned in India but is active in many Gulf countries. A Dubai-based social media manager confirmed the scale of this effort, stating that DMK's IT machinery is stronger there than rival parties'. "To connect with the Tamil audience here, they use extensive SEO strategies," he said. "TikTok is banned in India, but it is active in many other countries, including the Gulf, allowing them to share Tamil Nadu content and reach the Tamil population abroad."
Back in Tamil Nadu, campaign professionals highlight that the real transformation occurred during the 2024 Lok Sabha elections, when the use of Meta ads and algorithm-driven targeting surged. A popular YouTuber, now working as a freelance social media manager for DMK, emphasized that this strategy has become central to every major party's IT wing. "Meta ads help target demographics and interests, while paid search engine optimisation helps candidates connect better with elite and younger audiences," he noted. "For Tamilaga Vettri Kazhagam, it is easier because they are already using songs that are trending. But candidates who are new to social media or less active online have to rely heavily on paid promotions, and the algorithms are designed to deliver ads to the target audience in specific locations."
However, visibility in the digital campaign space comes at a high price. The more a candidate spends, the more frequently they appear on voters' screens, the YouTuber added. "While there is an official cap on poll expenditure for each candidate, many exceed their budgets through third-party services that go unreported."
Holographic Campaigning: The VIJ-AI Phenomenon
In a striking example of tech innovation, a campaign vehicle of the Tamilaga Vettri Kazhagam rolled through Kumbakonam, featuring an AI-powered holographic projection of party chief Vijay. For a few seconds, many in the audience believed the actor-turned-politician had appeared in person, with phones raised and excitement spreading quickly. This crowd-pulling spectacle was a tech trick: a lifelike hologram with synced speech and realistic gestures that quickly went viral online.
The idea is gaining traction, with companies behind the technology reporting inquiries from candidates across parties, some even seeking holographic recreations of political icons like M Karunanidhi and J Jayalalithaa. While hologram campaigning is not new—Prime Minister Modi used it in the 2014 general election—the latest versions are enhanced with AI, offering better lip-sync, smoother body movement, and easier portability, making projections more immersive even in smaller towns and rural areas.
The Kumbakonam show was executed by a team of just six, including young engineers, using 3D hologram fan display systems for sharper, more dynamic visuals than traditional projectors. However, this technology is not cheap, priced at about Rs 50,000 per day.
As Tamil Nadu's election day approaches, these advanced tactics underscore a shift towards more engaging and technologically driven political outreach, setting a new standard for future campaigns.
