Dressed to woo young voters

Chennai: When DMK treasurer M.K. Stalin campaigned in Madurai on Friday, his bright checked shirt was the cynosure of all eyes. This is not the first time he is sporting colourful shirts, T-shirts and trousers. It started in the “Namakku Naamey’ campaign he undertook throughout the state and now the new look continues in the election campaign.

Stalin is not the only political leader who dons modern attire and there are others like PMK Chief Ministerial candidate Anbumani Ramadoss, who had taken to trousers and formal white shirts, besides appearing in T-shirts and casuals in some programmes.  Viduthalai Chiruthaigal Katchi leader Thol. Thirumavalavan and Puthiya Thamizhagam leader K. Krishnasamy are not seen in the traditional dhoti and are comfortable in their trousers and shirts.

Besides, MDMK leader Vaiko is also seen wearing T-shirts, shoes and pants in many occasions including press meets. Pictures of Vaiko seen in modern dresses and sun glasses are often seen in magazines, while the leader sticks to his formal dhoti and black shawls during political campaigns.

With youth and new voters of the social media viewing the dhoti-clad politicians as alien, the leaders have preferred to change their looks to reach out to the young generation. As Tamil Nadu is one of the most urbanised states and dhoti being a rarity among youth, political leaders are trying to re-invent themselves to give an impression that they are one among people.

Ironically, for the same reason of identifying themselves with the masses, the founders of the DMK, C.N. Annadurai, E.V.K. Sampath, R. Nedunchezhiyan, K.A. Mathiyazhagan and N.V. Natarajan switched to dhoti.

Postgraduates in the 1940s and 50s were considered equivalent to the present day software and technology educated elite, but the dhoti-clad appearance was one of the reasons that brought them closer to people. Besides, the DMK at that time was aggressively mobilising youth on cultural and language plank and following an European style of dressing would have discredited their cultural plank.

However, the pioneers of the Dravidian movement, TM Nair and Sir A.T. Panneerselvam were seen in European style of coats and suits and were painted by rivals as supporters of the British government and English culture. One of the founders P.T. Thiayaraya was seen in traditional South Indian attire. He was often referred as ‘Velludai Vendhar’ due to his fondness for wearing spotless white clothes.

Leaders of the Dravidian movement had been conscious of their appearance and used to boost their image with sun glasses, caps and shawls of different colours.

Despite being a film star, AIADMK founder MGR did not allow himself the luxury of modern dresses in political functions. But, he used to love sandal colour shirts and had a fascination for watches of various brands and looks.

Ever since he took to the fur cap used by Muslim leaders, MGR was never seen in public without the cap and the cooling glasses. While DMK leader M. Karunanidhi has been sporting the yellow shawl for the last two decades, Vaiko is using the black shawl ever since he became a Rajya Sabha MP.