Booth-level campaign by the DMK women’s wing at Ramachandra Nagar in Tiruchi on Wednesday.
| Photo Credit: M. MOORTHY
On a humid afternoon in Ramachandra Nagar in Tiruchi West constituency, a small group of women knock on doors carrying cloth bags filled with booklets — part campaign material, part household diary. But this is not a routine political visit.
When residents scan a QR code inside the booklet, Chief Minister M.K. Stalin appears on their phone screens through augmented reality, seemingly addressing them from their living room.
The scene captures the evolving character of the DMK’s “Vellum Tamil Pengal” campaign — a statewide, women-led booth-level mobilisation effort that combines traditional door-to-door outreach with digital tools, signaling a new strategy to consolidate women voters while expanding women’s role within the party structure.
Across Tamil Nadu’s 75,032 polling booths, the party has formed a “Magalir Padai” — a committee of 10 women per booth — tasked exclusively with reaching households, explaining government schemes, and building local networks. A dedicated digital coordinator monitors the campaign, with WhatsApp groups and training sessions held over weekends to prepare cadres on communication and outreach.
“For the first time, we are heading the campaign without men,” said M. Kavitha, Tiruchi Central district women’s wing organising secretary, speaking during a visit to Ward 62. “Earlier, door-to-door work was led by men. Women would be asked to carry flags or stand behind. Now it is a campaign for and by women — that itself is empowering.”
Cadres say the reception has largely been positive, especially among women familiar with welfare schemes. “We talk about women-centric programmes, clarify doubts, and also explain our political position,” Ms. Kavitha said, adding that conversations often extend beyond politics to household concerns.
Running a small roadside dosa stall herself, she pointed to a recurring theme in these interactions. “Schemes have helped many of us, but creating government jobs must remain a priority. Stable employment is what truly lifts families out of poverty,” she said.
Residents echo the sentiment that the tone of engagement feels different. V. Kalaichaselvi, who hosted a group of campaign volunteers, said the visit made politics feel more accessible. “It was nice to see a group of women come home and talk calmly. Politics no longer feels intimidating,” she said.
A senior DMK functionary said the model is intended to “build leadership skills among women cadres while creating a more intimate connect with women voters who may not speak freely in mixed gatherings.”
The campaign follows a carefully choreographed process. Volunteers first introduce themselves and hand over a booklet that lists government schemes alongside practical tools — emergency helpline numbers, space for noting contacts, a household budget planner, diary pages, motivational quotes and a calendar.
Residents are then invited to scan a QR code that launches an augmented reality video of the Chief Minister addressing women directly, acknowledging their contributions and urging continued support for welfare initiatives.
The campaign, which began on February 23, is being carried out in intensive phases, with volunteers covering roughly 20 houses a day to ensure all booths are reached by March 8. Booth-level Magalir Padai members upload daily progress reports to the Makkaludan Stalin app to track outreach.
Published – February 25, 2026 10:35 pm IST
