Popular Star Surya's dubsmash of Superstar Rajinikanth's popular dialogue went viral reaching four lakh views in two days.
It is not just political parties in the fray in Tamil Nadu who have taken to the social media to try and swing elections their way, the Election Commission too has become active, roping in actors and sportspersons to ask young voters to enrol for the May election.
Popular Star Surya's dubsmash of Superstar Rajinikanth's popular dialogue went viral reaching four lakh views in two days.
Chief Electoral Officer for Tamil Nadu, Rajesh Lakhoni, said, "We didn't want to be bureaucratic and preachy and we wanted to use their lingo. Cinema and sports sell."
So the commission took a break from officious sounding advertisements, and began speaking the language of the youth through memes and taglines tweaked from popular films.
It has roped in an Ad agency for this daily dose. Already, more than one lakh youngsters have enrolled. Now the agency has asked Superstar Rajinikanth to join its team of ambassadors. Bala Manian, Head of Strategy, OPN says "Getting him for a message on elections would cut across all ages and demography".
Experts say it's is a smart move. Kiruba Shankar, CEO, Business Blogging Pvt Ltd, said, "It is very important to go to a medium where the youngsters are. Facebook, Twitter Youtube is where they spend more time."
Political parties have already launched ad-wars on the social media. With the election commission too engaging youngsters in this space, electoral battles will also be fought in the social media.