In 2023, John Arokiasamy became involved with the political scene surrounding Tamil film icon Vijay, captivated primarily by one impressive figure: 10 lakh. This was approximately the number of “likes” Vijay could garner on social media in just one hour, even for a routine post.
John frequently posed a straightforward question to acquaintances during private discussions: could such vast online admiration translate into actual votes? “It will. Just wait and see,” he assured them confidently.
Throughout the Tamilaga Vettri Kazhagam (TVK)’s campaign in the recent state Assembly elections, which resulted in an unexpected victory, Vijay served as the party’s charismatic public figure. His cinematic persona was emotionally charged and intentionally enigmatic. However, the individual who played a pivotal role behind the scenes was John Arokiasamy, a strategist who has now become a key player in Tamil Nadu’s political landscape.
Arokiasamy, who is soft-spoken and seldom seen at public events, took on responsibilities that extended beyond those of a traditional election consultant. Within the ranks of the TVK, he was regarded more as a crucial organizing force, deeply involved in shaping the party’s messaging, electoral strategy, structure, and internal dynamics.
The phrase “Ask John” became a common response from Vijay within the TVK, akin to how Bussy Anand, the veteran fan-club leader, managed local party operations. While Anand transformed a vast fan base into an organized entity, Arokiasamy provided that organization with a solid political framework, instilling discipline and direction.
Within the TVK, the term “cult” frequently surfaced when describing Arokiasamy’s perception of Vijay’s political potential. “Cult, cult, cult — that’s how John characterized Vijay’s political capabilities,” recounted an individual familiar with Arokiasamy’s discussions with the actor. He believed that Vijay was not just popular but was developing into a political cult, perhaps even beyond Vijay’s own awareness.
This perspective significantly influenced the TVK’s political strategy. Many associates within Vijay’s circle credit Arokiasamy with effectively positioning the actor against the BJP and the broader right-wing, not necessarily due to an ideological commitment to Dravidian politics, but rather through pragmatic electoral calculations.
Arokiasamy consistently emphasized in internal meetings that approximately seventy-five percent of Tamil Nadu’s electorate traditionally aligned with Dravidian political ideologies in various forms. He argued that Vijay needed to resonate with that demographic.
The campaign’s defining slogan — “DMK is the political enemy, BJP is the ideological enemy” — is largely attributed to Arokiasamy, as well as the characterization of the DMK as a longstanding system in need of disruption. “Without John, Vijay could have easily leaned toward the NDA,” noted a party insider acquainted with their initial strategy discussions.
John Arokiasamy, originally from Chittoor in Andhra Pradesh, studied English literature in Trichy before obtaining his MBA in Chennai. His career began at Perfect Relations, where he advanced to become Director and COO at Good Relations India before founding Persona Leadership Advisory Pvt Ltd in 2017 and later JPACPersona, his political consulting firm.
His political experience spans multiple parties and ideologies, including the PMK’s “Maatram Munnetram Anbumani” campaign in 2016, and involvement with the Congress ecosystem in Karnataka during Chief Minister Siddaramaiah’s first term, as well as the undivided NCP in Maharashtra and the Shiv Sena’s municipal strategy in Mumbai under Uddhav Thackeray.
However, those who know Arokiasamy describe his personal life as characterized more by discipline and faith than political aggression. A devout Christian, he is viewed by friends as deeply religious, structured, and intensely private. “The Bible is central to his life,” shared a close associate. “Yet, he is remarkably secular, contrary to what one might expect from someone with such deep faith.”
According to TVK insiders, the formal agreement between Vijay and Arokiasamy, established in 2023, was set for three years — a period sufficient to evaluate whether a cinematic following could evolve into a political movement.
Creating a new political party from the ground up and achieving over 100 seats in its inaugural election is a rare feat in Tamil Nadu politics, which the TVK has accomplished. This success has also positioned Arokiasamy as one of the state’s most influential political strategists, playing a crucial role in transforming fandom into a viable governing option.
Arun Janardhanan serves as a seasoned and knowledgeable correspondent for The Indian Express in Tamil Nadu. His on-the-ground reporting delivers a nuanced perspective on the region’s political, judicial, and cultural dynamics, reflecting both expertise and sustained authority.
Janardhanan’s expertise encompasses diverse areas, including state politics, crime, religion, and disputes, along with extensive reporting on Sri Lanka, where he has produced a comprehensive body of work over the last decade on elections, governance, and the repercussions of the Easter Sunday bombings through detailed narratives and interviews.
His key coverage areas include: state politics and governance, with in-depth reporting on the DMK and AIADMK, the rise of new political entities like Vijay’s TVK, internal party dynamics, Centre-State relations, and the Governor’s role; legal and judicial matters, with consistent coverage of the Madras High Court, particularly on religion-related disputes and cases addressing state authority and civil liberties; investigations into landmark cases and unresolved issues, including the Tirupati encounter and the Rajiv Gandhi assassination, along with various investigative series from Tamil Nadu; and culture, society, and crises, focusing on cultural organizations.
