Chennai: In a move that is reshaping political campaigning in Tamil Nadu, Tamilaga Vettri Kazhagam (TVK) has introduced 3D hologram technology to amplify its outreach ahead of the April 23 Assembly elections. The innovation debuted on April 12 in the Kumbakonam constituency, where TVK candidate Vinoth Ravi showcased a life-sized digital projection of party chief Vijay addressing voters.

The high-definition hologram, projected from a campaign vehicle, delivered a synchronised speech alongside the candidate, creating a striking illusion of Vijay’s physical presence. The spectacle drew significant public attention, with many gathering to witness what appeared to be the actor-politician campaigning in person.

According to Vijay Chandran, TVK’s Thanjavur district treasurer, the idea emerged as a practical solution to the logistical challenge of covering more than 200 constituencies. He explained that it would be impossible for Vijay to campaign everywhere in person, prompting the search for alternative ways to deliver his message.

Who developed the hologram?

The hologram concept was developed with the help of Praveen K, a 20-year-old AI and Data Science student, who had been experimenting with hologram-based marketing.

Praveen revealed that the team produced a 50-second AI-generated speech video of Vijay, which was then converted into a holographic projection within three days.

A costly approach?

The initiative has since gained traction, with interest reportedly coming not only from TVK but also from members of rival parties such as the AIADMK. He estimated that deploying such a campaign could cost between ₹2 lakh and ₹3 lakh, depending on scale.

Political analysts see this “AI-first” approach as a calculated attempt to engage younger voters and differentiate TVK from traditional campaign styles used by parties like the DMK and AIADMK, which rely heavily on roadshows and physical rallies.

Meanwhile, the real Vijay continues limited in-person campaigning. He was last seen in Kanyakumari district on April 12, canvassing support for party candidates within a restricted six-hour window granted by the Election Commission. Earlier, he had visited Karaikudi on April 10 but left without delivering a speech due to time constraints.

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Typically, politicians campaign across four to five constituencies a day, often travelling by road. Vijay, however, usually flies from Chennai to nearby airports before proceeding to campaign venues.

The hologram initiative follows earlier creative efforts by party workers to maintain his visibility. In Thiruverumbur, a candidate used a mannequin resembling Vijay, while reports have circulated of multiple such figures being displayed at the party’s office in Chennai. Additionally, lookalikes of the actor are increasingly being used in local campaigns.

One notable contest is in Kolathur, where TVK candidate V S Babu is set to challenge Chief Minister M. K. Stalin.

Tamil Nadu will go to the polls across all 234 constituencies on April 23, with TVK’s tech-driven strategy adding a new dimension to the state’s electoral landscape.