Puratchi Thalaivi Jayaram Jayalalithaa in Tamil Nadu

This article is co-authored with Ms. Kumari Mahi, a Post Graduate with a master’s degree in journalism and mass communication. She cultivates a profound passion for research, writing stories, and poetry. Kumari Mahi is the first author of the article.

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It takes a pure self-commitment for making even a tiny effort to know the life of  puratchi thalaivi Jayalalithaa. She has been the queen who redefined the meaning of politics for people in Tamilnadu never knowing that 2016 would be the last battle of her life.  A significant development in the political history of Tamil Nadu was the 2016 election. Ultimately, the AIADMK’s triumph demonstrated their strategic aptitude and the attraction of their welfare initiatives, placing Jayalalitha the face of Tamil Nadu politics, the most adored woman chief minister in the entire country. Her political career dates back from 1982 till 2016 leaving a royal history for being a brave and courageous chief minister for the Tamil society. 

The Infamous reality that Jayalalithaa had to face undignified treatment in Tamilnadu Assembly in 1989, when she was called names, attacked  and her saree was pulled off. This must be taken only as the male chauvinistic violent patriarchal attack on a women politician who has been challenging the tamil society by her sheer determination. After this incident, Jayalalithaa pledged that she will return to the assembly only as the chief minister. Since then, Jayalalithaa became an empire in Tamil Nadu politics that none could dare to touch her political legacy. The determination to write this piece was motivated by a deep curiosity about the workings of Indian regional politics, especially in Tamil Nadu, where social welfare and politics are closely related.

From silver screen to political stage

Interestingly, Jayalalithaa’s destiny witnessed the existence of M G Ramchandran (MGR) in her journey of life as a series of coincidences which eventually defined her being from reel to real life. The circumstances gave her no choice but to join the film industry to support her family whereas she wanted to pursue education. Though her mother has been an actress with poor economic conditions failing to make both ends meet. Thus she had to bring Jayalalithaa in the film career. Bringing a radiant and prominent appearance, Jayalalithaa was being observed for potential roles among filmmakers. From the 1960s, she gained popularity in cinema for her work and performance. She worked opposite MGR in various successful films in Tamil cinema.  MGR has huge space in her journey of life both at the silver screen and on the political landscape. MGR is the one who introduced her to politics in 1982. 

The 2016 Tamil Nadu election is an interesting case study for several reasons: it brought to light Jayalalithaa’s distinctive leadership style, whose rise from popular actress to respected political figure exemplifies the interaction between charm and political savvy in Indian politics. The AIADMK’s focus on welfare programs, especially  under the “Amma” moniker, provides insightful information about populist policies which  had a positive effect on voters’ behavior and commitment to electoral politics. Beyond traditional political boundaries, Jayalalithaa’s ability to forge an emotional bond with the people brought the value of empathy and human connections in her leadership.

The election also flagged the needed gender dynamics in politics, with Jayalalithaa’s policies geared towards women playing a critical role in securing her political base. The AIADMK’s strategic campaigning and use of digital media built a reliable initiative in the digital age. This piece seeks to further possibilities on women in political leadership, political strategy, and the function of welfare in electoral politics in India.

“Amma”: A bond with people

The films she had previously performed in, Jayalalithaa Jayaram had a dramatic and captivating political career too. Her fans called her “Amma”, a mother-like figure. Her transition from the movie industry to politics was made easier by her mentor, M.G. Ramachandran (MGR), who also founded the AIADMK.

Significant turning points resulted from MGR’s eventual decision to incorporate Jayalalithaa in politics in 1982 and his charismatic leadership. People were skeptical of her when she initially entered politics, but her own astute political sense hushed all of them. Jayalalithaa’s ability to mass communicate  and her knack of handling administration well made her an excellent leader who knows how to root her feet. 

Jayalalithaa’s love for the people of Tamil Nadu was beyond political dynamics. She was the most adored, known as a courageous leader but also as a mother figure who always looked out for them. Being called “Amma” symbolized the emotional and spiritual bond she nurtured and well deserved with her followers. She tried to translate the same bond through her leadership and the implementation of welfare programs that directly elevated the lives of the marginalized and vulnerable communities in the society.

The AIADMK’s welfare projects, which were promoted under the “Amma” brand, became synonymous with kindness and support. Amma Kudineer, which supplied bottled water, and Amma Unavagam, which funded canteens, were seen as additional examples of Jayalalithaa’s commitment to her community. She has been able to make people believe that needed change is possible for them through politics for people’s development and progress. 

Gender – centric populist policies

The AIADMK’s electoral success counts its skillful execution of populist policies and freebies for voters. Their political campaigns focused on social programs, which they popularly named “Amma”. The nature of the election campaign has made ‘Amma’ as a brand known for welfare and support for the people. Amma Kudineer (bottled water) and Amma Unavagam (subsidized canteens) are two instances of these initiatives that deeply resonated with voters, especially the less educated and impoverished. The most commendable works she has done which were never considered doable in political power. It has been Jayalalithaa only who could think of the need for breast-feeding rooms for lactating mothers for their newly born.

One of the main elements of Jayalalithaa’s plan was the emphasis she placed on projects that would assist women. The tremendous support that female voters gave the AIADMK’s financial and gold-based marital aid programs enhanced the party’s appeal. Her being chief minister, has empowered women in all walks of lives to take stand against domestic violence and crime against women in state. Post independence, having the Chief Minister Jayalalithaa is a historical phenomenon to place a foot in patriarchal politics. During her regime, Tamil Nadu became the first state in India to provide medical treatment for transgenders in government hospitals to fight infections and other health issues.  Jayalalithaa has made effective promoted family planning  campaigns to eradicate female infanticide while launching a noble scheme called “Puratchi Thalaivi Dr. Selvi J Jayalalithaa Scheme for the Girl Child” in April 1992. Her regime has initiated change to ensure dignified life for women and girls in society. 

Digital political campaigning

Digital and media outlets were utilized by AIADMK to gear up the political campaign. Apart from traditional mass media like TV, radio, and print, the AIADMK also reached out to voters through social media platforms like WhatsApp and Twitter to motivate them to cast their vote. They successfully addressed the younger demographic with advanced digital marketing tools and techniques, which included hashtag campaigns as well. Though it also revealed further need for an intensive social media promotion for AIADMK party.  Digital strategies demonstrated that social media usage was important while focusing on the youth vote eventually which emerged as an impactful tool for effective election campaigns. The new media helped political campaigns run with better reach in a desirable manner. 

Tactful campaign management to promote populist policies, and the use of internet platforms was an obvious strategy in the 2016 Tamil Nadu election. The triumph of the AIADMK served as evidence of the valuable reward of welfare programs and the necessity to address the immediate demands and expectations of the people. It is significant to note that election campaigns must reflect the vision of the political party’s ideology for people and leaders, both of which must resonate with the expectation of voters for larger interest. The ‘Amma’ phenomena has been able to make an effective connection among voters especially among women voters. ‘Amma’ invoked an inner voice echoing the meaning of politics which should serve people with a commitment. 

While concluding, Jayalalithaa’s goal for a welfare-centric governance model was demonstrated in the 2016 Tamil Nadu election, cementing her reputation as the most capable political leader who sincerely cared for her people, like a mother caring for her children. Her political success rested on this strategic and emotional bond with the people. Jayalalitha has given meaning to women in politics in the patriarchal political landscape which remains a bastion of males. Despite facing critical remarks, allegations her commitment to serve people with women with gender equality in practice has been a needed political intervention done by her government. Thalavi Jayalalithaa is remembered with huge pride and power for women’s existence in active politics. The courageous and fighter soul like her is a charismatic power for people, for which puratchi thalaivi is always in our memory and inspiration.