It all began with a conversation about leadership inside the Bigg Boss Tamil 10 house. It ended with host Vijay Sethupathi being dragged into a political battle outside it. During the show while interacting with one of the contestants named Shathiga, he came up with a straight-forward opinion on what leadership means to those who follow her and also what a leadership quality actually means.
These remarks seems to have triggered a sharp reaction from sections of the Tamilaga Vettri Kazhagam (TVK) support base. On social media, the party's online supporters, described as its “virtual warriors” by chief minister C. Joseph Vijay himself, have interpreted Sethupathi's comments on promises, responsibility and leadership as a veiled attack on their leader Vijay. However, during the entire conversation Vijay Sehtupathi, apparently, did not name Vijay. Even then, the comments have triggered a huge uproar.
Sethupathi was questioning Shathiga about her stint as the house leader. His criticism centred on the responsibilities that come with leadership and the need to stand by one's decisions when confronted with problems. In isolation, it was a standard Bigg Boss segment, where the host usually gives a lecture to the contestants.
But the change in Tamil Nadu's political climate after Vijay’s political entry and elevation the words such as “leadership”, “promises”, “responsibility” and “blaming others” no longer remain confined to entertainment or a television show. And that too the words were uttered by a popular actor who had performed as a villain in Vijay’s earlier film, Master.
Minutes after Vijay Sethupathi spoke, the clip turned viral in the social media and a section of the social media influencers said that he was taking a swipe at Vijay. And the private television channel, which is hosting the show, issued an apology while seeking to draw a line under that interpretation. The apology letter addressed to the chief minister clarified that the programme and its interactions should be viewed within the entertainment format. It also said that the interpretations connecting the remarks to people or organisations outside the show were neither intended nor endorsed.
Even after the television channel issued an apology and a detailed clarification, one of the TVK MLAs from Sulur demanded an unconditional apology from Sethupathi. He said the TVKians will cause a blockade wherever he goes. But here comes a larger question. Why Sethupathi turned into a target all of a sudden?
There is already some political baggage around the actor and he had always been trolled and targeted by Vijay fans. The reason being Sethupathi is outspoken and he has never been a predictable celebrity voice. His public statements and interactions have many a times attracted criticism from Vijay fans. In fact, a few months earlier, sections of the TVK online ecosystem criticised him over a video involving actor V.T.V. Ganesh, a known Vijay supporter.
And now the latest episode has landed him in further trouble.
For Vijay's supporters, the issue is not just about what Sethupathi said. It is about whether a celebrity with a massive following is using his platform to undermine a political leader who happens to be his former colleague in cinema. And this perception has turned into a political, verbal and abusive attack on Sethupathi in the social media.
In fact, Vijay is the only leader to be enjoying the unusual privilege of an enormous fan network that has been functioning as an informal political organisation for years, attacking those who give an opinion against him. And this time too his social media team has transformed into a rapid response force sending a strong message to those whoever given out opinions.
The Sethupathi episode, however, demonstrated that a speech, interview, television clip or meme can be picked up, interpreted and countered within minutes.
