Ahead of Assembly election, DMK women’s grassroots push blends politics with AR outreach

DMK's "Vellum Tamil Pengal" campaign empowers women through grassroots outreach, integrating QR codes and augmented reality to engage voters.

On a humid afternoon in Ramachandra Nagar in Tiruchi West constituency, a small group of women knock on doors carrying cloth bags filled with booklets — part campaign material, part household diary. But this is not a routine political visit.

When residents scan a QR code inside the booklet, Chief Minister M.K. Stalin appears on their phone screens through augmented reality, seemingly addressing them from their living room.

The scene captures the evolving character of the DMK’s “Vellum Tamil Pengal” campaign — a statewide, women-led booth-level mobilisation effort that combines traditional door-to-door outreach with digital tools, signaling a new strategy to consolidate women voters while expanding women’s role within the party structure.

Across Tamil Nadu’s 75,032 polling booths, the party has formed a “Magalir Padai” — a committee of 10 women per booth — tasked exclusively with reaching households, explaining government schemes, and building local networks. A dedicated digital coordinator monitors the campaign, with WhatsApp groups and training sessions held over weekends to prepare cadres on communication and outreach.

“For the first time, we are heading the campaign without men,” said M. Kavitha, Tiruchi Central district women’s wing organising secretary, speaking during a visit to Ward 62. “Earlier, door-to-door work was led by men. Women would be asked to carry flags or stand behind. Now it is a campaign for and by women — that itself is empowering.”

Cadres say the reception has largely been positive, especially among women familiar with welfare schemes. “We talk about women-centric programmes, clarify doubts, and also explain our political position,” Ms. Kavitha said, adding that conversations often extend beyond politics to household concerns.