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?!