Why this Kolaveri di - a rage all over
Hyderabad: It's everywhere, It's on Facebook walls. It's on Twitter. It's on the radio. It's on caller tunes and ring tunes. And now it's on MTV.
Not a week after it went on You Tube, the video has had an astounding 2.8 million hits and still counting. Everyone from Bollywood celebrities to Tollywood stars are going gaga over it.
Rendition by Dhanush, son-in-law of Rajinikanth, evoked over 13 lakh hits on YouTube just within a week of its release. Now, it is more than three weeks since it is released. It was also shared by more than a million on Facebook.
Lyrics in the partly-Tamil and partly-English colloquial lingo became a sensation. The song became a rage surprised music director Airudh. The song worked wonders.
You know what we are talking about. With its catchy tune and quirky Tanglish lyrics, Why this Kolaveri di...has effortlessly, managed to capture the fancy of the country's youth.
Take Why Kolaveri di...for instance. You can't trace it back to one tweet or one share by someone which led it to becoming viral. It just appealed to everyone.
It's the new word-of-the mouth. You can't analyse or explain it's success. The fact that there was no marketing involved.
While marketers are going all out to create sophisticated, larger than life songs and videos, the real deal is in making something simple, ordinary and good, albeit with a universal appeal.
'Something like Kolaveri happens from time to time. it is a mirror to the excesses of the media. No number of marketing wizs can come up with something like that even if they wanted to. It works because it's quirky and fun.
The play on the words, the Tamil accent, everything in the song is appealing, in its simplicity. More so because it's honest and not contrived' says VJ turned actor Luke Kenny.
News Posted: 26 November, 2011
|
