The article is authored by:
Dr. Robin Roy, Assistant Professor, Marketing Area, Jindal Global Business School, O.P. Jindal Global University
and
Dr. R Sai Shiva Jayanth, Assistant Professor, Public Policy Area, Indian Institute of Management Visakhapatnam
The public typically watches as Actor Vijay succeeds and the UDF returns to power as a result of anti-incumbency sentiment towards the previous government. Rather than this phenomenon, it presents two brand stories in the market.
Two recently concluded political campaigns in South India, Tamil Nadu, and Kerala, resulted in the formation of new governments. Two examples: one from Tamil Nadu, where a Vijay triumphed over Dravidian politics, and another from Kerala, where the Congress-led United Democratic Front staged a remarkable return to power following a decade of Left Democratic Front government.A careful examination reveals two stories to the public and to the business world- one about the importance of a brand community to build a brand, and another about the brand’s fading due to marketing amnesia. Nonetheless, a shared factor exists as well. What makes one story more compelling than the other?
First, Story of a Brand Community to Success Mantra
How did Actor Vijay succeed in thriving in Dravidian politics, given that he only registered his party two years ago (2024)? Was it solely due to anti-incumbency rhetoric? When choosing a political leader, the public seeks someone with honesty, vision, and a clear ideology. Is it simple to build all these essential values swiftly? No one expected his dramatic win in TN. How did this happen?
From this point on, Vijay’s success story is different. It was not a simple road to political success for actor Vijay in Tamil Nadu; he had to work his way up the ladder, articulating his political ideas through his films, public appearances, etc.In 2009, his fan club, Vijay Makkal Iyakkam (VMI), was established. To get things moving forward, he prolonged his wait to transform his 85,000-strong fan club into a political party, as the timing aligns perfectly with market need.Beyond their usual followers and movie promotions, they used to be engaged with social welfare efforts in Tamil Nadu. Owing to such types of grassroots efforts, Vijay’s rise from movie star to prominent politician is smooth sailing. Further, they effectively utilised this community for their PR work. All around the town, the clubs served as mini-campaigns that disseminated information, social activities, visited homes, and, most crucially, built social belongingness and identity. In addition, TVK used holographic technology (3D) in each of their rallies, which, similar to Vijay’s original presence, allowed them to connect with the public on an emotional level. There has never been a more perfect recent illustration of how a brand can create and nurture its own community, win over targeted customers, and dominate the market.It serves a critical lesson for every business or brand: patience and tenacity are essential for cultivating a devoted community and dominating the market.Secondly, personal branding: Actor Vijay has established a brand identity in the market, and he is often referred to as ‘Ilayathalapathy.’ He steadily built trust and honesty with the public over the years through his consistent presence in films, simplicity, and public appearances.
Moreover, DMK underestimated the rivalry posed by Vijay in the political arena and failed to recognise the electorate’s desire for political change. Consequently, their political campaigns were unsuccessful, yet Vijay’s electoral campaign maintained a grassroots approach, emphasising political change, governance, and emotional engagement with the public—a tactic that proved more effective with voters.
Vijay’s journey is a testament to the potential of building a loyal community, whereas Kerala’s experience is a lesson in the risk of ignoring brand values and consumer emotions or sentiment.Nonetheless, a prevalent factor is the underestimation of the competition and their market strategy.
Second, the Story of a Marketing Amnesia leading to brand fading
In Kerala, the government led by former Chief Minister Pinarayi Vijayan and the Left Democratic Front (LDF) had a significant collapse in the 2026 election campaign. The public referred to former Chief Minister Pinarayi Vijayan as a captain (leader of a team/ship). He was a face among the Keralites, representing the government despite his often-abrasive demeanour. Keralites have faith in his administration due to its survival and effective management of the Nipah Virus, COVID-19, and floods, resulting in a second consecutive victory in the Kerala elections of 2021, marking a first in the state’s history. However, what transpired after 2021? Was it a brand collapse?
A meticulous examination of Kerala politics reveals that the LDF government significantly misapprehends its own people and deviates from its fundamental essence, which was there in Pinarayi’s debut administration in 2016. The concept of marketing amnesia refers to the occurrence wherein customers forget a brand, which greatly affects the retention of customers and overall business performance. In this instance, the proponents of the Left perceived that the party had deviated from its foundational values. The first Pinarayi government was widely seen as collaborative in nature, but over time the leadership style was perceived to have shifted towards a more singular or even autocratic role, something Keralites traditionally resist. In addition, the public observed a certain roughness in Pinarayi’s approach, which the UDF effectively highlighted and used as part of its campaign strategy.Concerns over favouritism in candidate selection further added to internal discontent.
Further, V D Satheesan, who is the current chief minister of Kerala and the former leader of the opposition, has an admirable image for collaborative leadership and inspiring confidence in his party members. He made a statement that if he failed to bring the UDF to power, he may go to “political exile” (Vanavasam). However, Kerala found a new captain owing to his market communication style, collaborative leadership, and the trust and confidence he instilled in the Keralites.Despite Pinarayi’s anticipation of further continuity in 2026, the aforementioned factors were sufficient to undermine his identity,alienate the targeted audience, and,notably, V D Satheesan’s competitive performanceresulted in significant brand fading for Pinarayi and his government, leading to a clean sweep or collapse.
Way forward- Communities Drive Success, Customers Keep it Alive,Mindful Competition
These two stories show the dual aspect of brand resilience. Success typically comes in the form of creating a community that represents shared values, while failure often results in ignoring those ties, inaccurate assessment of your competitor and enabling alienation.A brand can increase its influence in the market by harmonising its values with those of its target audience, forging bonds with them, and encouraging them to become advocates for their cause.The first scenario involves actor Vijay, who, over time, groomed his community and, when the time was ready, leveraged its potential to accomplish his objective. In the second instance, Pinarayi, the former chief minister of Kerala, was unable to comprehend the consumer and their emotional processes, which led to his name falling out of favour. It advises businesses how to better match their customer-facing strategies and behaviours with those of their competitors. Meeting customer needs is important (connecting with its customers comprises ongoing customer involvement, sense of belongingness, timely appraisal, revisiting and co-creation), but aligning your strategy to meet your competitors is equally crucial for market success.
Taken together, the key message of the story is twofold: first, that building a community around your business is essential, and second, that keeping that community together for long-term success is never easy (when you factor in customer demand and competition).Thus, build communities with care and sustain them with consistency, mindful of your competitor’s strategy.
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