Tamil Nadu CM’s ‘Vibe with MKS’ is reaching out to younger voters, with a selfie and technique – ThePrint – Choose

Tamil Nadu CM’s ‘Vibe with MKS’ is reaching out to younger voters, with a selfie and technique – ThePrint – Choose

Last Updated: March 21, 2026By

Chennai: At 73, Tamil Nadu Chief Minister M.Okay. Stalin is buying and selling the formal podium for Instagram reels in his outreach to younger voters.

Beneath the marketing campaign ‘Vibe With MKS’, Stalin holds casual conversations with college youngsters, influencers, sportspersons and aspiring college students—content material that’s intentionally non-political and meant for social media circulation because the 2026 Meeting elections strategy. The sequence, conceived by Stalin himself and launched with a promo on 24 December 2025, is distributed throughout YouTube, Instagram and X.

The electoral arithmetic is clear. In line with Election Fee information, voters aged 18-29 represent 20.7 % of Tamil Nadu’s 5.67 crore citizens. This contains 12.51 lakh first-time voters aged 18-19, and over 1.05 crore within the 20-29 age group. Stalin’s Dravida Munnetra Kazhagam (DMK) is betting on reel-format content material to achieve an age cohort that, social gathering strategists say, doesn’t eat typical information.

“Youth are first-time voters formed by reels and influencers, standard artists and sportspersons. Conventional strategies of rallies and speeches are for a distinct viewers and that doesn’t lower by means of for children. Reels, memes and gifs are the methods to get to them and that’s how the CM is reaching to them, with out making it political,” a member of Stalin’s technique staff informed ThePrint.

He added, “It isn’t nearly speaking to sportspersons. The platform additionally serves as a device for encouraging sports activities, which ends up in youth growth.”

In a standout episode, Stalin mentioned sports activities with younger athletes in a relaxed setting, allotting together with his attribute veshti and the formalities of workplace. Within the episode, he encourages contributors to “get sporty” and fields candid questions on infrastructure challenges and the price of technical up-skilling.

One other episode featured musicians from throughout the state. On this, the CM listens to their artistic journeys and holds open conversations about their craft.

A putting change got here from inside Stalin’s personal chamber. He invited Deva and Jeeva, two brothers from Cuddalore district whose humorous Instagram reels urge youngsters to review.

Deva informed the Chief Minister he dreamt of turning into a Collector, and Jeeva mentioned he wished to be a policeman. The brothers themselves spoke warmly of the Chief Minister’s Breakfast scheme, volunteering it as an achievement.

On the finish of the episode, Stalin informed them: “You’re doing nice with reels, however give attention to research as a lot as making them to realize your desires.” The CM gifted them books and pens, after which shot a selfie reel that crossed lakhs of views inside hours.

 

Additionally Learn: Caste, freebies, Dravidian ideology & a brand new participant—Tamil Nadu election not a DMK, AIADMK duopoly

The DMK digital playbook

‘Vibe With MKS’ is a strand of a broader operation.

DMK’s data expertise (I-T) wing has deployed edits of Katy Perry’s Girl’s World to attach with girls voters, produced content material that includes singer-producer Anirudh alongside Stalin’s appearances, and launched Netflix-style reels, stickers, memes and GIFs.

The state’s Pudhumai Penn scheme, which gives Rs 1,000 month-to-month to girls for funding increased training, and different skilling alternatives are being promoted by means of reel-format classes with college youngsters and aspiring college students.

“Whereas ‘Vibe with MKS’ is extra of a GenZ join initiative, our thought can also be to determine and attain several types of audiences. A few of these collaborators are those with household viewers of latest mother and father and children,” a DMK I-T wing member mentioned.

“We are able to see that there’s a reflection of content material that these children eat, so we attempt varied forms of edits, songs and memes,” he mentioned.

Different leaders are following swimsuit.

Kanchipuram legislator C.V.M.P. Ezhilarasan has launched ‘Chill with CVMP’ and Meeting Speaker M. Appavu holds ‘Discuss with Appavu’.

Senior DMK chief and parliamentarian Kanimozhi Karunanidhi had earlier run ‘Youth Talks with Kanimozhi’, participating college students in college-based interactive classes past political subjects.

https://www.youtube.com/watch?v=videoseries

AI as an enabler

Behind the content material, DMK members mentioned the social gathering has deployed synthetic intelligence for real-time monitoring and fact-checking—notably to counter misinformation that would undermine its youth outreach.

T.R.B. Rajaa, the state Minister for Industries, Funding Promotion and Commerce, frames AI as their dedication to scientific mood.

“The velocity at which faux information spreads immediately requires equally quick response, and we’re doing this with the assistance of expertise, real-time monitoring and coordinated digital methods. In comparison with earlier elections, this cycle is much extra digital, data-driven and AI-enabled. Sales space-level digital brokers and built-in platforms have improved precision and velocity. These methods performed a key position in our 2021 success and have since advanced considerably,” he mentioned.

AI, he mentioned, is utilized by the social gathering to analyse suggestions, generate focused communication, create and edit content material, translate at scale, and energy platforms like tnmanifesto.ai, which aggregates public inputs into structured coverage concepts.

Groups work with each in-house capabilities and exterior companions, with human judgement and moral requirements remaining central to all choices, he mentioned.

The larger image

Political analyst Arun Kumar mentioned the entry of actor Vijay, who based the Tamilaga Vettri Kazhagam, into electoral politics had made youth-targeted digital outreach extra vital than ever.

Political strategist Aspire Okay. Swaminathan traced the idea of social gathering I-T wings to former chief minister J. Jayalalithaa and argued that the underlying objective of reaching younger voters was unchanged even because the media panorama has been remodeled.

“The idea of I-T wings for political events was initiated by former CM J. Jayalalithaa, with a objective to achieve out to the subsequent technology voters who don’t watch information. That objective stands as it’s, even in immediately’s situation. Events have additionally began rising their digital presence in recent times. They now take their political messaging to the place the target market is. Whereas each social gathering is aware of the platforms, DMK is aware of that their messaging must be totally different to face out,” he mentioned.

Swaminathan highlighted DMK’s use of digital platforms to arrange its ballot manifesto.

“They gathered on-line inputs for manifesto apart from the normal door-to-door survey. The CM isn’t an inheritor in ready anymore, however he a commander now. No matter he’s doing offline is being amplified on social media,” he mentioned, referring to Stalin’s father, DMK patriarch and late chief minister M. Karunanidhi.

Tamil Nadu goes to election on 23 April. Votes will likely be counted on 4 Might.

 

Additionally Learn: Meeting Elections 2026: Who has edge in Assam, West Bengal, Kerala, Tamil Nadu & Puducherry | Lower The Muddle

 




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