Why the Tamil Voter Will Be in Splits for the Next 2 Months

There’s a war of memes, videos and audio clips being fought on WhatsApp and social media in Tamil Nadu.

File photo of Jayalalithaa supporters celebrating her acquittal in 2015. (Photo: PTI)

Ever since he discovered Facebook, Karthik* would go the extra mile to make his friends giggle, putting thought into coming up with witty repartees and comments on his friends’ posts. Soon he began to make memes, just for kicks, earning more riotous laughter. Soon he began spending all his time on the computer, creating memes glorifying his favourite stars and mocking the ones he did not like.

“I began it as a joke, but it became interesting over time,” said Karthik. “I get a lot of responses when I put out memes on film stars and politicians. Now since elections are around the corner, each meme is going viral,” he laughed.

This software professional in Chennai picks up information on political leaders by poring over newspapers and watching TV news regularly.

These politicians say all sorts of things on stage to woo the crowds but in reality they do not deliver on their promises. It is that anger and anguish that translates into our memes.

Karthik, Software Professional, Chennai 

Witty extempore jingles by stalwarts like former Chief Minister and DMK leader CN Annadurai, like this one made up by him when he arrived almost three hours late for a political rally – “Maadhamo Chitthirai, Maniyo Pattharai, Ungalukko Nitthirai, Poduveer Udaya Suriyanukku Muddhirai.” [The month is Chiththirai (a month in the Tamil calendar), The hour is Paththarai (half past ten), You are in the embrace of Niththirai (Sleep), Let Rising Sun get your Muththirai (Vote stamp)]... have now given way to... errr... this!

Translation: Aaluma Doluma, Law and order Is Out-Amma (Aaluma Doluma is a nonsense phrase)

The DMK, which is the forerunner in adopting trends and popular culture, released some popular memes. The hashtag #EnnammaIpdiPanreengalemma is a quirky dialogue made popular in Tamil films and comedy shows after TV show host Lakshmy Ramakrishnan rather dramatically used it on her show Solvathellam Unmai (The Spoken Truth) on Zee Tamil a few years ago. “Ennamma Ipdi Panreengalemma” literally means “What is this Amma, why are you doing such things?”

Translation: Kerosene, castor oil, neem oil. How does it matter to me if Tamil Nadu drowns in floods?

Not to be outdone, the ruling All India Anna Dravida Munnetra Kazhagam (AIADMK) has hit back with its own set of memes, replacing Jayalalithaa with DMK chief Karunanidhi.

Translation: Over five years, Karunanidhi set off to see starlets tie the knot, to hear acolytes praise him, to watch dancers gyrate, has the Assembly seen this big shot? Yes, why this disdain?

The meme war continues between the DMK and the AIADMK on social media and WhatsApp. Perhaps the favourite politician of meme creators is Vijaykanth, leader of the Desiya Murpokku Dravida Kazhagam (DMDK), currently much in demand as an ally. Vijaykanth, who is notorious for having beaten up his own party candidate in full public view while campaigning, is irresistible to the anonymous creators of memes.

Take a look at this video of Vijaykanth’s speech at a rally last month in Kanchipuram -

In this, Vijaykanth is made out to be speaking the language of the tribals in the popular film Baahubali. The result – viral video!

At the same rally, meme creators were watching closely. The moment they were waiting for arrived. Vijaykanth addressed his cadre, asking them the question – “Do you want me to become the king or the kingmaker?” The meme trolls answered it for him – “Kingfisher!!” they said.

The Pattali Makkal Katchi’s chief ministerial candidate Anbumani Ramadoss has not been spared either. Following the launch of his Obama-esque campaign last year, Anbumani has been the butt of many memes, like this one.

Translation: First day, First signature, Prohibition,” says Anbumani’s campaign poster (left). The meme on the right says, “First day, First signature, Resignation)

While memes were the prerogative initially of a few witty youngsters, the game is now on between parties who have hired back-end teams for this. WhatsApp and social media are monitored and responded to instantly with fresh memes.

If a political party wants to win votes, there must be a positive opinion of its leader and the party itself amongst the people. To achieve that these parties are willing to spend crores. 

Harish Bijoor, brand expert

Not to be left behind, the Election Commission too has jumped into the fray, setting up a team to release its own memes – not trolling any party of course, but trolling lazy voters instead.

Translation: Vote-illa Pattadhari? Quip on a popular Tamil film called Velayilla Pattadhari or Jobless Graduate becomes a meme saying - Voteless Graduate oxWOgC

Yesteryear campaigns included a makeshift ‘mic set’ being fitted onto autorickshaws which would roam, with loudspeakers canvassing support for either party.

Politicians have adapted quickly to the fast changing trends in campaigning. One such, who remembers the campaigns of yore, L Ganesan, senior leader of the BJP in Tamil Nadu, said the caricatures of yesterday are the memes of today.

Political memes are quite enjoyable. Even the memes trolling Narendra Modi are funny, although I certainly do not endorse them. I welcome memes which do not attack any leaders personally. I have campaigned in many states for the BJP and I find that loudspeakers are not used as much as in Tamil Nadu. If we can make use of the internet more through memes and reduce the use of loudspeakers, I think it would be better for everyone.

L Ganesan, Senior BJP Leader

Even Jayalalithaa has put a ‘vanakkam’ with an audio clip on WhatsApp after the Chennai floods!

Karunanidhi calls back to say thanks when anyone gives a missed call to the DMK’s campaign number!

Political observers said Tamil politicians are leaving nothing to chance by using social media. This, despite knowing that the actual battle will still be fought on the ground, with the traditional weapons of caste, money and hyper local issues.

Most voters do not have much access to the internet or memes. To get these votes, parties will have to flaunt welfare schemes, freebies and play their traditional political games. 

Vaasanthi, Political Analyst and Author 

No matter what happens on ground, the Tamil voter is assured of one thing – bellyaching laughs for the next two months thanks to the many meme creators of the state.

(* names changed on request)

(Anand Kumar is a Chennai-based independent journalist. You can follow him on Twitter @anandkso.)