AIADMK takes pop-culture route to attract crowds

There are no party flags or festoons, while loudspeakers playing party songs are missing. The MPs and MLAs attending the event are in clad in casuals, something unusual for the Dravidian party.

In a bid to attract public and youngsters towards government programmes and party campaigns, the young office bearers of the AIADMK have adopted event management modules filled with beat-boxing and drum performances.

“Be it tree planting scheme or the plastic ban campaign, we rope in drummers, singers and stage managers to attract the crowd. The idea was pitched by south Chennai MP J Jayavardhan to reach the young minds,” explained D Lokesh, a AIADMK functionary.

“There are restrictions to conduct political events in private malls and institutions, but when the event is conducted along with cultural performances sans the political colour, it becomes a success besides reaching out to more people,” said K Karthick, an AIADMK worker who had earlier designed web pages and online promos for the party during 2016 Lok Sabha polls.

The events revolve around politicians, but there is a subtle change to cater to the public. Signature campaigns, free distribution of saplings and cotton bags are increasingly a part of the programme.

“Earlier a famous MGR song and a speech by Amma will do the magic, but due to the mobile phone era more digital and visual concepts had to be included to the party functions,” Karthick said.

He said the party programmes now include several cultural performances and flash mob dancers. They are followed by a pep talk of elected representatives. These programmes can be also conducted in malls, colleges and beaches, the AIADMK cadre added.