By now Kolaveri Di must register somewhere in your consciousness — no? If you haven’t heard the tune on the radio or on the net, you must at least have read about how it has caught the imagination of the country at present, such that it has arguably become the first regional song to be played on radio channels nationwide. You could blame it on the power of the net. Or then blame it on restless audiences hungry for the next big thing in popular culture. But the answer to its popularity might be less obvious than a video gone viral or the lure of novelty.
Could it be that audiences, fed up of daily complexities around, just want some time off? The song in many ways allows for that — it is simple, some would call it nonsensical. The singer, Tamil actor Dhanush, said he made it up as he went along — perhaps therein lies its irresistible charm. Born of the genius of the impromptu (though it speaks of heartbreak) its basis is joy. The video shows a smiling Dhanush, clearly enjoying himself, and how often do we get to delight in such simplicity, tunes that show the singer and his team having fun, moving to the rhythm, celebrating the incredible lightness of being? There is much to be said for rhymes that make one laugh, Dr Seuss became very popular for his seemingly nonsense verses in books, which actually are brilliant as learning devices for little children. Simply put, Kolaveri Di makes people smile. And in an environment pulling us down daily with its depressing updates, that might be the secret behind its stunning success.
Whilst India is celebrating quirky originality, so is the world of global fashion. Christian Louboutin’s ‘Alex’ lion paw pumps are all the rage among celebutantes, dubbed ‘outrageous’, but nevertheless being embraced enthusiastically. If you’re not sure what I’m talking about, think stilettos made to look like Big Cat paws, complete with black claw markings. Fashion’s all about seeking attention anyway, so for all our cougars and catty glamourettas, here’s a way to say ‘Miaaow’ without actually saying it! Plus indirectly/coincidentally supporting animals is always welcome, wotsay?
And whilst on the topic of things that make you go ‘Awww’, the Tintin offering in movie halls is certainly doing its bit. I have always been a big fan of the comic series (though that naive view of journalism as a singularly noble profession of intrepid and upright souls I had, growing up, has since been corrected by reality) along with other favs like Asterix and the X-Men and have also seen a few of the animated Tintin series on big screen with my little one. Was gratified to note that the movie didn’t disappoint.
And finally, Akshay Kumar and John Abraham (most upbeat after the success of Force) are hoping audiences will go awww at their new release which hits the marquee this week. They’re playing male escorts — stripping to ensure that Lady Luck at least, smiles upon this one, in a first, now, for B-Town.
Enjoy Kolaveri di here
Few regional songs can boast of what Why this Kolaveri di has achieved - being the top grosser on every online music site. The official numbers are that it has already crossed over 2.3 million hits and still counting.
In this era of viral marketing where an idea or product spreads like a virus by word of mouth on the social networking sites, Kolaveri di just beat all the viral marketing concepts; it is close to spreading an epidemic online.
When you listen to the song on Youtube or on mp3skull, one cannot miss the minimalistic and stark approach of the singer and composer. It justifies the reports that say that the lyrics were written on a spur of the moment and the music was composed in 25 minutes flat.
The lyrics are ridiculously funny and the music is a monotone. Yet, it is a rage.
Indian kids across the world are latching onto it.
Given that, India is a young country with 35% of the population less than 28 years of age, anything that caters to the young tastes, is bound to go viral.
Statistics of whether 25% or 35% of the population is young can be debatable, but what is no longer debatable, is the fact that the likes and dislikes of the youth cannot be ignored. Every kid below the age of 20 has an opinion about Kolevari di, every minute there is an opinion being generated and circulated on the Facebook status bar about this song.
And it has only been a week since the song has been released. The attention the song has received on the social media is solely responsible for it being such a humungous hit. It is already being called the Youth Anthem.
This just released song is yet to feature in a film to be directed by Aishwarya, Rajnikant's daughter. And it is sung by her husband Dhanush.
As the son-in-law of Rajnikant, Dhanush is certainly on the right side of the viral marketing strategies. Not very long ago the entire nation was swept by the jokes circulating on Rajnikant, straight after the release of Robot. That was some viral marketing.
Why this Kolaveri di apparently means 'why so much rage, so much anger towards me, girl'. The rest of lyrics are fairly disjointed. "This song is for the soup boys, we don't have a choice" or "moon colour is white, night colour is black".
All told it is a simple, peppy and very hummable song. Since it is so repetitive, it is easy for everybody to sing along; maybe that is part of its charm. It is certainly worth a listen, if for nothing else, then to understand what appeals to teens. Google is full of information on Kolaveri di and Twitter is full of thumbs ups for the song. One of the sites worth visiting is the one that has the complete English translation of the song.
Simple, no frills, no fuss and clean fun. Maybe this is what today's teens are looking for. Maybe that is why Kolaveri di is so appealing. Or maybe Rajnikant rules, after all.
Could it be that audiences, fed up of daily complexities around, just want some time off? The song in many ways allows for that — it is simple, some would call it nonsensical. The singer, Tamil actor Dhanush, said he made it up as he went along — perhaps therein lies its irresistible charm. Born of the genius of the impromptu (though it speaks of heartbreak) its basis is joy. The video shows a smiling Dhanush, clearly enjoying himself, and how often do we get to delight in such simplicity, tunes that show the singer and his team having fun, moving to the rhythm, celebrating the incredible lightness of being? There is much to be said for rhymes that make one laugh, Dr Seuss became very popular for his seemingly nonsense verses in books, which actually are brilliant as learning devices for little children. Simply put, Kolaveri Di makes people smile. And in an environment pulling us down daily with its depressing updates, that might be the secret behind its stunning success.
Whilst India is celebrating quirky originality, so is the world of global fashion. Christian Louboutin’s ‘Alex’ lion paw pumps are all the rage among celebutantes, dubbed ‘outrageous’, but nevertheless being embraced enthusiastically. If you’re not sure what I’m talking about, think stilettos made to look like Big Cat paws, complete with black claw markings. Fashion’s all about seeking attention anyway, so for all our cougars and catty glamourettas, here’s a way to say ‘Miaaow’ without actually saying it! Plus indirectly/coincidentally supporting animals is always welcome, wotsay?
And whilst on the topic of things that make you go ‘Awww’, the Tintin offering in movie halls is certainly doing its bit. I have always been a big fan of the comic series (though that naive view of journalism as a singularly noble profession of intrepid and upright souls I had, growing up, has since been corrected by reality) along with other favs like Asterix and the X-Men and have also seen a few of the animated Tintin series on big screen with my little one. Was gratified to note that the movie didn’t disappoint.
And finally, Akshay Kumar and John Abraham (most upbeat after the success of Force) are hoping audiences will go awww at their new release which hits the marquee this week. They’re playing male escorts — stripping to ensure that Lady Luck at least, smiles upon this one, in a first, now, for B-Town.
Enjoy Kolaveri di here
Few regional songs can boast of what Why this Kolaveri di has achieved - being the top grosser on every online music site. The official numbers are that it has already crossed over 2.3 million hits and still counting.
In this era of viral marketing where an idea or product spreads like a virus by word of mouth on the social networking sites, Kolaveri di just beat all the viral marketing concepts; it is close to spreading an epidemic online.
When you listen to the song on Youtube or on mp3skull, one cannot miss the minimalistic and stark approach of the singer and composer. It justifies the reports that say that the lyrics were written on a spur of the moment and the music was composed in 25 minutes flat.
The lyrics are ridiculously funny and the music is a monotone. Yet, it is a rage.
Indian kids across the world are latching onto it.
Given that, India is a young country with 35% of the population less than 28 years of age, anything that caters to the young tastes, is bound to go viral.
Statistics of whether 25% or 35% of the population is young can be debatable, but what is no longer debatable, is the fact that the likes and dislikes of the youth cannot be ignored. Every kid below the age of 20 has an opinion about Kolevari di, every minute there is an opinion being generated and circulated on the Facebook status bar about this song.
And it has only been a week since the song has been released. The attention the song has received on the social media is solely responsible for it being such a humungous hit. It is already being called the Youth Anthem.
This just released song is yet to feature in a film to be directed by Aishwarya, Rajnikant's daughter. And it is sung by her husband Dhanush.
As the son-in-law of Rajnikant, Dhanush is certainly on the right side of the viral marketing strategies. Not very long ago the entire nation was swept by the jokes circulating on Rajnikant, straight after the release of Robot. That was some viral marketing.
Why this Kolaveri di apparently means 'why so much rage, so much anger towards me, girl'. The rest of lyrics are fairly disjointed. "This song is for the soup boys, we don't have a choice" or "moon colour is white, night colour is black".
All told it is a simple, peppy and very hummable song. Since it is so repetitive, it is easy for everybody to sing along; maybe that is part of its charm. It is certainly worth a listen, if for nothing else, then to understand what appeals to teens. Google is full of information on Kolaveri di and Twitter is full of thumbs ups for the song. One of the sites worth visiting is the one that has the complete English translation of the song.
Simple, no frills, no fuss and clean fun. Maybe this is what today's teens are looking for. Maybe that is why Kolaveri di is so appealing. Or maybe Rajnikant rules, after all.
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