THE KOLAVERI MUSINGS

Ok!! I have had enough of this Kolaveri mania. The new mantra that has taken the nation by frenzy. Twitter, Facebook, discussion forums, practically it’s all over the social media. People might not even now how much a kg of rice costs in the nearby ration shops but they sure do know the minute detail of this much talked about song. So much so that they consider it cool to reproduce their own versions of kolaveri.

The first tamil song to be played by MTV(As if it’s some status symbol and pride!), the song that has won the you tube gold award, which honours viral videos from across the world, 15 million hits on you tube, blah blah blah the list of accolades is just too long to even list. The attention is intense. And if this is not enough the actor himself was invited to a red carpet screening of the Tom Cruise Movie Premiere.

At the heart of it, the song has worked for various reasons. Its quirky lyrics, the strong tamil accent and the way it has been sung, far from the conventional has added to its merit. For music purists it is well music to the ears and has redefined pop culture. The song has been a shot to national fame for the 28 year old Dhanush who is riding high post his national award and the sleeper hit of his latest venture Mayakam Enna.

Even a fortnight after its release, my facebook page continues to have at least three news item related to this song and some ten thousand people liking it and going ohh so cute aaragh get a life! Yes the music is awesome, lyrics are good, the singer is fab but does this one song require such a wider coverage?

It was quite disheartening to find even the leading papers carry a front page article especially when the newspaper space is sacred. Following suit, we have our own television channels churning out different specials of a humble and poised Dhanush mouthing similar responses across the interviews despite the different questions. And it doesn’t stop there we even have the international media, the Times and BBC carrying news article on what they call it as a “gibberish song” that India can’t stop listening to. The poor lad wouldn’t even have thought in his wildest dream that he would become a household name as far as the last city on the globe. Talk about the power of the social media.

One take away from this kolaveri frenzy is a viral marketing plan that has played out very well for its makers ensuing a good publicity of their film. Well, to an extent even the Kollywood industry has benefitted from this because for once the people north of Vindhyas are coming of age to realise there is more to our industry than just Rajini, Kamal and A.R Rahman. Do not be surprised if you find IIM or Harvard students undertaking this as an academic case study. In this era, just about repeat just about anything is possible.

On hindsight, I often wonder why is it every time we have songs that condemn girl friends behaviour become runaway hit? Is there any song that talks about boy friends behaviour? Male Chauvinism at its heights. Surprised that Justice Katju has not come out with a rejoinder condemning the wider coverage of this song over other important “socio economic issues” that concern the nation. Why this kolaveri di?!

THE POPULISM WAR

It’s a war of populism quite literally. With the election manifesto of the two major Dravidian parties out in the open, the people of Tamilnadu have their task cut out. The onus is now on the common man to carefully sift through the bag of goodies from both these camps and make an informed decision. With what free electricity to the BPL families to free laptops to college students, people are literally spoilt for choice.

The Queen Bee of Tamilnadu Politics took everyone by surprise when she announced her party's manifesto for the 14th assembly elections in Tamilnadu. If the grand old man of Tamilnadu politics promised free wet grinders or mixies, Amma has gone a step further to not only provide those two but also a fan to every women in the state. And if you think that’s going to increase your electricity bill,well Amma has taken care of that too. She promises to provide three-phase power connection across the state in four years. Jayalalitha has a slew of measures up her sleeve to counter every single freebie from the ruling camp.

Fancy this, if Kalaignar promised free laptops to college students Amma has gone the extra mile to extend that facility to students of class eleven& twelve. Under Jayalalitha’s rule all the school students will get four set of uniforms as against the present three and not just uniforms they will be given a pair of shoes as well. The elderly too have been wooed by both the camps. With bus pass being common, the opposition is planning to set up free homes for the destitute and elderly.

And if its increase in subsidized diesel for fisherman by Kalaignar, Amma is proposing to set up a special protection force and offer an assistance of 4000 rupees during the lean periods. And as an alternative to the Kalaignar housing scheme, Amma is giving away free houses of 300 sq feet.

The electorate of Tamilandu has never had such a bonanza like this. With the political temperature soaring high, both the camps are expected to extend and modify their freebies and manifesto to capture people’s heart. Will the magic of wet grinder combined with mixie and fan win against the 30 kg rice will be known on the 13th of May.