Recently, shoppers at Ramraj Cotton, a brand that sells South Indian textiles, found handkerchiefs, dhotis, and sticker patches of different political party symbols competing in the 2026 Tamil Nadu State elections, displayed at their stores. These patches, which could conveniently be stitched or ironed onto a white shirt, were showcased prominently in their outlets.
This is only one example of the various types of election-themed merchandise being sold. From tiny whistles to glowing LED badges and even mufflers, many of these accessories are available on online platforms such as Amazon, branded with names or colours of the political parties. The range of these accessories is similar to that seen in the Indian Premier League (IPL) merchandise.
On closer examination, a distinct observation can be made – both political campaigns and IPL marketing use a similar marketing strategy that is ‘persuasive advertising’. The idea is to create a distinct brand image or showcase a unique message. Political parties, as well as IPL teams, achieve this in several ways, one of them being apparel. The presence of a particular team logo or the flag of a political party imbues pride in the wearer. The chance to showcase this pride and flaunt their home colours incentivises people to watch the game or attend voter rallies. Additionally, the vibrancy of brand colours and catchy slogans, such as the Chennai Super Kings’ bright yellow theme and “Whistle Podu,” shows how these factors improve brand recognition.
Persuasive advertising also takes place through digital marketing. Recently, political party advertisements have started appearing on YouTube channels too. Instead of using conventional methods, the parties used settings such as colourful local musicals, or through humorous conversations between everyday locals in the Chennai city background. Through this, advertisements become more relatable to and visually appealing, say the advertisers.
Overall, political parties, while using traditional marketing methods, also resort to IPL soft strategies. Persuasive advertising adds a fresh new perspective to Tamil Nadu’s election campaigns. It is all colours, themes and marketing!
Cover photo: Dhoties and shirt along with a variety of stickers at a Ramraj Cotton Store
Photos by Harsha Prashanth
Student Intern during April – June 2026