Notably, the principal opposition party would not be the first in Tamil Nadu to do so, given that its arch-rival AIADMK has a PR firm functioning for over a year now. When asked, Thiyagarajan confirmed the revamp of the IT cell and said, “Indeed, we must deliver some results immediately, but it is a long-term project. Also, it is not merely about social media. We want to develop infrastructure to take the party and its ideology online in a very big way.”