Why this Kolaveri Di – a Tanglish (Tamil and English) song which is a funny take on heartbreak, is from Dhanush’s upcoming Tamil movie 3. It is a big craze on the internet. So viral, that the song became the first Tamil film song to be premiered on a national music channel, MTV India. The song has attracted all categories of people and has reached to all corners of the country. From children to youngsters to celebrities, everyone is so passionate for this song.
What does the song mean?
Kolaveri, a highly popular slang among Tamil youth normally used to silence a cranky person in a group. It is among several Tamil words which youngsters use between themselves without implying actual meaning. The slang has been used by the makers of 3 to depict the anguish of a person who has just tasted rejection from the hands of a girl whom he liked. Soup in the video implies failure in love.
What makes it so popular?
Simple and Funny Lyrics: The song uses simple english words especially Youth Lingo. The have made an effort to make the song simple. The video includes subtitles in English to help people understand the lyrics. Also it helps people to sing along. Take these lines for example:
lovvu lovvu oh my lovvu, you showed me bouv-u
cow-u cow-u holy cow-u, i want u hear now-u
Catchy Tune: The song is catchy and has superb beats! How many of us have found ourselves humming this tune everytime the song is played?
pa pa paan pa pa paan pa pa paa pa pa paan
Caters to a wide audience: The song is Tanglish, which I think is a very smart move. Even the Tamil words in the song are reasonably easy to figure out. But the song has an emotional connect. It’s a song by a young guy with a broken heart. Heart break is universal, it caters to a large audience. Not just guys, I have seen girls enjoying the song. The audience relates to the lyrics.
Unassuming: Dhanush’s down-to-earth voice and the casual attitude with which he approaches a song have created a new trend in film music. Even the first cut video is shot in the recording studio. You can see Dhanush enjoying while singing. I think that summarizes the feeling.
Versions: The simple and catchy ‘Kolaveri’, has enthused people to remix and edit the footage to create their own narratives. You can find the female version, milk version, Sharad Pawar version, Hilter version. The songs instilled creativity in people. The nth version of Kolaveri helps in increasing popularity of the original version.
Overall, I feel with Kolaveri, Dhanush has tapped the potential of social networking sites to promote a movie. A marketing tactic which is popular in the West and will surely pick up in Bollywood. Kolaveri is being studies as Case Study in management schools. IIMA has adopted it as an inspiration for future marketing managers. The institute plans to introduce a session on ‘Kolaveri Di’ as a part of its course on Contemporary Film Industry for business perspective. What Kolaveri did to the movie is kind of lasting. The national channels that telecast the uprising of the song on cyberspace are going to carry news about the movie’s release when it’s out. I think the movie 3, has a perfect launchpad with the popularity of Kolaveri.
In terms of Youtube hits, the song has little over 16 Mn hits on youtube (at the time of publishing), which is still miles away from Justin Bieber’s Baby which has 649 Mn views. Damn You JB!
Just in case you have not seen or heard it here it is!