CHENNAI (Bloomberg): In most of his films, Tamil superstar C. Joseph Vijay has saved the nation and its poor from powerful forces. He used that same script in politics this week to emerge as the unlikely winner in elections in one of India’s most economically important states.
In movies like Kaththi, he saves farmers from predatory billionaires. In Mersal, he takes on unethical doctors and corporate greed in healthcare. And in Beast, he protects civilians caught in a terrorist siege.
In his campaign for the recent elections in the southern state of Tamil Nadu, the 51-year-old Vijay vowed to improve the lives of the young, the unemployed and women. Much like in his films, the message has clearly struck a chord.
Vijay’s Tamilaga Vettri Kazhagam party, founded in February 2024, defied most exit polls to emerge as the party with the most seats in the legislature, comfortably ahead of the incumbent Dravida Munnetra Kazhagam, led by Chief Minister MK Stalin. Local media described it as a "tectonic shift” and the state’s "first truly new political force in five decades.”
The result has also sparked questions about who Vijay will turn to to form a government and how his policies will shape development in one of India’s most industrialized states.
While Tamil Nadu is no stranger to film stars rising to become political leaders, Vijay’s strong showing stands out as a significant break in a political landscape long dominated by the duopoly of the DMK and AIADMK, whose alternating rule had left little room for credible challengers.
"For the first time in six decades, Tamil Nadu has voted for an individual and not a party,” said Ramu Manivannan, an author and former head of the Department of Political Science and Public Administration at the University of Madras. The verdict reflects a rejection of identity-based regional politics, he added.
The shock result has left investors assessing what this political change could mean for the state. Tamil Nadu is a major hub for car and electronics exports and has attracted significant foreign investment in recent years, including facilities tied to Apple’s iPhone production.
There is likely to be continuity in reforms across key sectors such as electronics, auto components, textiles and leather, said Radhika Piplani, an economist at Motilal Oswal Financial Services. These industries are also major employment generators and are expected to remain a focus going forward, she added.
Gen Z Votes
Vijay’s surge appears to be driven largely by young voters, with a campaign centered on jobs and education loans. The message has resonated with first-time voters, while his outsider image and film appeal have broadened his support.
"It’s mainly a Gen Z vote,” said Neerja Chowdhury, a Delhi-based political analyst and author of How Prime Ministers Decide. "It’s a vote for new India, reflecting fatigue and anti-incumbency against the old style of functioning.”
Vijay remains just short of the 118 seats needed to secure a majority in the state assembly and form the government. Chowdhury said he is likely to win support from smaller parties and independent lawmakers to bridge the gap.
For younger voters, Vijay emphasized employment through skill development, startup support and education reforms aimed at improving job readiness. His party also promised financial incentives for unemployed youth and collateral-free business loans of up to 2.5 million rupees. These pledges tapped into growing frustration over limited opportunities and underemployment, particularly in urban and semi-urban areas.
The verdict "reflects young, urban voter dissatisfaction,” said Rahul Verma, a fellow at the Centre for Policy Research and an associate professor at Shiv Nadar University, in an interview with Bloomberg News’ Haslinda Amin on Tuesday. While such discontent has taken the form of violent protests in places like Nepal and Bangladesh, India is "able to absorb some of those shocks through electoral politics,” he added.
Women voters were wooed with economic support measures, including direct benefit transfers, pensions and household subsidies. Vijay promised 2,500 rupees a month to women heads of families until the age of 60, six free cooking gas cylinders, and annual financial assistance of 15,000 rupees per family to prevent school dropouts.
"He hasn’t just entered Indian politics, he has stormed it,” said 28-year-old R. Arun Kumar from Thondamuthur near Coimbatore, explaining why he voted for Vijay. "We’ve been desperate for change in a landscape long marred by corruption, and after studying his platform, I trust him to deliver.”
Still, in a state with a long history of welfare-driven politics, some analysts said it remains unclear how distinct his policies are or what he ultimately stands for.
"This is vote for cult politics and not so much issue based politics,” said Manivannan. "Tamil Nadu has voted for a change without knowing what that change would mean.”
--With assistance from Ruchi Bhatia and Shinjini Datta. -- ©2026 Bloomberg L.P.
