As the legislative election in Tamil Nadu is fast-approaching, the political parties in the state have been gearing up with fresh strategies and chalking out new plans and campaigns to take on the rivals on the campaign trail in winning the race and to take on the reign amid being leveled with series allegations against each other. 

ADMK has strongly been hoping to retain power in the state and the 2021 elections would be the first legislative elections since the demise of political giants Jayalalithaa and Karunanidhi. It is also the first election for Edappadi Palaniswami as the Chief Minister and he hopes to become a perfect replacement and face of the party in the state amid levied with the challenges in addressing the internal and external allegations surfaced around the party during the campaign trail.

In what has become a development that signals that Edappadi Palaniswami has been becoming the power center of the party, the ADMK has now launched a new campaign for the assembly polls and the new campaign has come nearly three weeks after the party had announced the CM candidate. On October 7, ADMK coordinator and Tamil Nadu Deputy Chief Minister Panneerselvam had announced that Edappadi Palaniswami will be CM candidate for the party. 

As Edappadi Palaniswami has won the first and crucial test in becoming the CM candidate, he has still got many external challenges including countering the allegations from the opposition parties, fixing the alliance, declaring the seats and candidates, and addressing the people over his controversial governance. Amid being filled up with critical agendas, he has now been focusing on the new campaign, which the party had rolled out to promote him and his reign. 

According to reports, the IT wing of the ADMK had launched the new campaign 'Manasellam EPS, Makkalukkaga EPS' (EPS in our hearts, EPS is for people). The campaign was launched on Monday, on the auspicious day of Vijayadasami. The party members said that the new campaign would be projecting and highlighting Edappadi Palaniswami and his achievements in the four-year rule.

The reports say that this campaign would initially run for five-weeks and it would be filled with both online and offline initiatives. The campaign will be carried out on one theme per week and in parallel to launch, the campaign had rolled out its first-week theme named as 'He cares for us, We love him'. The campaign has been packed with the aim of highlighting the achievements of the ADMK government led by Edappadi Palaniswami and how the people had benefitted in his rule and through his schemes. 

Speaking to a news agency, an ADMK leader said that 'the party would ensure that the campaign on the achievements of the Chief Minister would reach the people at the grass-root level and the party would advocate the voters on why the ADMK government should come back to power in the state'. On the other hand, ADMK's rival DMK has also been strongly preparing to rip down the state ruling party from power and Stalin's camp has been eyeing to come back to power after a decade.