In Tamil Nadu’s evolving political landscape, strategists have become key players, bridging party leadership and grassroots workers.
Published Feb 25, 2025 | 12:41 PM ⚊ Updated Feb 25, 2025 | 4:12 PM
Political party leaders in Tamil Nadu and Poll strategists.
Synopsis: Ahead of the 2026 Assembly elections, the parties in Tamil Nadu are parenting with political consultancies to strategies their election campaigns. As parties scramble to secure the best digital strategists, the race is heating up, promising a fierce battle not only on the ground but also across digital platforms.
With just a year left for the 2026 Tamil Nadu Assembly elections, political parties have already begun laying the groundwork behind the scenes. While the IT wings of major parties are actively promoting their achievements, party leaderships are gearing up for an intense digital battle.
The DMK, a dominant force in Tamil Nadu politics, is reportedly leading the charge by signing contracts with top PR agencies to bolster its digital campaign. In contrast, its primary rival, the AIADMK, appears to be struggling to match the DMK’s digital preparedness, lagging in assembling a robust media strategy.
Meanwhile, the Tamilaga Vettri Kazhagam (TVK), barely a year old, has taken bold steps by appointing Jhon Arockiasamy as its election strategist. Reports also suggest that TVK is in talks with Prashant Kishor, who was seen as a star strategist during the 2021 Tamil Nadu elections.
The BJP, on the other hand, is strengthening its digital army, ensuring a robust online presence ahead of the polls. Simultaneously, new PR firms are emerging, eyeing opportunities to work with political parties in this high-stakes election.
As parties scramble to secure the best digital strategists, the race is heating up, promising a fierce battle not only on the ground but also across digital platforms.
The 2014 general elections marked a turning point in Indian electoral history — not just for the regime change but for the emergence of the term “waves,” popularised with the rise of Narendra Modi. This wasn’t merely the result of traditional rallies or wall posters but of meticulously crafted PR campaigns led by firms like the Indian Political Action Committee (I-PAC).
Since then, the PR industry has become an indispensable force in Indian politics, shaping campaigns for parties, governments, and individual leaders. Tamil Nadu entered this era of PR-driven politics during the 2021 Assembly elections, where the DMK’s victory was credited, in part, to the strategic efforts of I-PAC.
Prior to that, political strategist Sunil Kanugolu (MindShare Analytics) worked with the DMK from 2016, before switching to the AIADMK in 2019. He is now associated with the All India Congress Committee and is reportedly working behind the scenes with Tamil Nadu’s Deputy Chief Minister Udhayanidhi Stalin.
Post-2021, the DMK launched its in-house strategy firm, Populus Empowerment Network (PEN), which played a crucial role in the party’s sweeping victory in the 2024 general elections, securing all seats in Tamil Nadu and Puducherry. As the 2026 Assembly elections approach, the DMK is determined to clinch a consecutive second term, reportedly roping in some of the biggest names in the PR industry.
The formidable team reportedly includes I-PAC led by Rishi Raj Singh, Showtime Consulting under Robbin Sharrma, PEN, Sunil Kanugolu (operating independently for this project), and Buzz and Chatter, helmed by Balasubulakshmi and Zulfikar Shaikh.
When asked about the agreements between the DMK and these firms, party spokesperson Dharanidharan neither confirmed nor denied the reports. “There is nothing wrong in hiring political firms for external advice. It’s a worldwide trend. In the United States, this has been common practice since the 1990s. For political parties, it’s simply a consulting option,” he stated, adding that official announcements would be made when necessary.
He added, “The party’s own IT wing, with 200,000 members on the ground, is also working to reach every citizen in Tamil Nadu and highlight the DMK government’s achievements.”
At first glance, it may seem like the DMK has strategically hired top PR firms to bolster its 2026 election campaign. But according to industry insiders, it wasn’t entirely the DMK’s choice — it was the firms that made the call.
Sources within the PR industry reveal that it was Rishi from I-PAC who brought Robbin Sharrma of Showtime Consulting into the DMK fold. Interestingly, sources said that the AIADMK had initiated talks with both I-PAC and Showtime Consulting in 2024 in view of the 2026 elections. However, the discussions were abruptly put on hold without explanation, and Robbin Sharrma shifted his focus to the Maharashtra elections.
Insiders suggest that I-PAC, led by Rishi, and Showtime Consulting, headed by Robbin Sharrma, strategically align with likely victors to safeguard their success rates. Their assessment indicated that AIADMK lacked sufficient ground support compared to the ruling DMK, prompting Rishi to finalise the deal with DMK and bring Robbin Sharrma on board.
It is also notable that in the 2024 Andhra Pradesh elections, I-PAC worked for YSRCP’s Jagan Mohan Reddy, while Showtime Consulting strategised for Chandrababu Naidu’s TDP. The face-off that ultimately led to Jagan’s defeat and Chandrababu’s resurgence.
However, sources within Showtime Consulting claim that while there has been a verbal commitment, no formal agreement with the DMK has been signed yet.
Apart from this, the five-year-old PR firm Buzz and Chatter has become a central figure in these discussions, emerging as the focal point within major political parties.
Led by Balasubbulakshmi and Zulfikar Shaikh — both former I-PAC leads — the firm has worked on projects for key DMK leaders, including Chief Minister MK Stalin. However, sources confirm that Buzz and Chatter is yet to finalise a deal with the DMK for the 2026 elections.
Adding a new twist, both factions of the AIADMK have reportedly approached Buzz and Chatter, offering them a role in their 2026 election campaign. For now, the AIADMK is working with Simple Sense, a Prashant Kishor-backed company, but sources suggest the party is actively seeking a stronger player to bolster its campaign.
When asked about DMK’s hiring of key PR and strategy firms, AIADMK IT Wing President and National spokesperson Kovai Sathyan remarked, “That shows DMK’s desperation — a desperation to hide their weaknesses. AIADMK was the first party in the nation to start an IT wing. We have booth-level IT wing workers totaling 1.4 lakh. All these strategists who come and go are nothing more than PR agencies. We are the ones who guide them with strategies. In that sense, we are more than equipped with our own cadres.”
“The only thing we need is to align them in the right direction. We can go head-to-head with any strategy, even if they hire 10 or 20 strategists. We have no issue with that,” he added.
When asked about ongoing talks with other PR firms, he neither confirmed nor denied the discussions but stated, “Official announcements will come from Edappadi Palaniswami, the General Secretary of AIADMK.”
He further added, “Strategists are businessmen. They aren’t ideologically inclined or driven. They’ll go wherever they get a higher bid. DMK is offering higher pay because they know they’re on the losing side. We are on the winning side — we have the confidence.”
Amid the fierce PR battles, TVK is quietly preparing for the 2026 elections with the support of Jhon Arockiasamy’s JPAC-PERSONA and Aadhav Arjuna’s Voice of Commons. Arjuna is also the party’s general secretary heading election campaign management.
According to a key source in the PR industry, Jhon Arockiasamy has been appointed CEO of Voice of Commons and will lead TVK’s campaign as its chief election strategist.
However, when asked about this development, TVK’s Joint Propaganda Secretary Loyola Mani was dismissive. “Any information that doesn’t come directly from our leader is not true. As far as I and the party are concerned, no one holds higher authority than our leader,” he stated.
He further added, “Our leader Vijay had the thought of entering politics 15 years ago when political strategists weren’t even a thing. A year ago, I didn’t even know who Jhon Arockiasamy was. We don’t rely on any strategist or external advisor. The primary authority and command rest solely with our leader.”
In Tamil Nadu’s evolving political landscape, strategists have become key players, bridging party leadership and grassroots workers.
Senior journalist Priyan Srinivasan highlighted their role in collecting real-time data on voter sentiment and guiding party decisions. “While parties rely on traditional vote banks, it’s the swing voters who now decide outcomes, and strategists focus on capturing them,” he told South First.
A former IPAC employee told South First that district-level in-charges of the organisation often wield influence equal to party district secretaries and that they even dictate key decisions.
Beyond data collection, PR firms now focus on leader branding — such as promoting Chief Minister Stalin as “Appa” (father) to humanise his image.
Strategists also influence alliances. Priyan pointed out how figures like Arjuna have been actively mediating potential AIADMK-TVK tie-ups.
The former IPAC staffer noted that during the 2021 elections, strategists negotiated seat-sharing deals with parties like Viduthalai Chiruthaigal Katchi (VCK), cementing their role as behind-the-scenes power negotiators in Tamil Nadu politics.
According to Priyan, in a state known for its politically conscious voters, the ultimate victory may not go to the party with the most powerful PR machinery, but to the one that strikes the right balance between media-driven strategies and strong grassroots cadre, blending technology with truth and hype with hope.
(Edited by Muhammed Fazil.)
