Celebrity-Driven Political Parties and Political Advertising in India

A study exploring how film stars and celebrities in India have shaped politics by forming parties (MGR, NTR, Vijay) and how modern advertising—posters to AI campaigns—amplifies their influence. Examines democratic effects (youth turnout vs. policy neglect), economic impacts (₹1,494 crore BJP 2024 spend), and future trends, arguing personality-driven politics energizes voters but risks shallow governance.

Authors

Publication Details

Journal
Zenodo (CERN European Organization for Nuclear Research)
Published
2026-01-15
DOI
https://doi.org/10.5281/zenodo.18929929
Primary Topic
South Asian Cinema and Culture
Type
article
Field-Weighted Citation Impact
0.00
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article

Celebrity-Driven Political Parties and Political Advertising in India

Chakshu Vishnumurthy
Zenodo (CERN European Organization for Nuclear Research)
South Asian Cinema and Culture
article

Celebrity-Driven Political Parties and Political Advertising in India

Chakshu Vishnumurthy
article en

Abstract

A study exploring how film stars and celebrities in India have shaped politics by forming parties (MGR, NTR, Vijay) and how modern advertising—posters to AI campaigns—amplifies their influence. Examines democratic effects (youth turnout vs. policy neglect), economic impacts (₹1,494 crore BJP 2024 spend), and future trends, arguing personality-driven politics energizes voters but risks shallow governance.

Zenodo (CERN European Organization for Nuclear Research)
Openalex Percentile: Top 33%
South Asian Cinema and Culture
DOIOpen Access PDFOpenAlex
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Celebrity-Driven Political Parties and Political Advertising in India — Chakshu Vishnumurthy · Zenodo (CERN European Organization for Nuclear Research) (2026) | TGRS Research Map | TGRS