Kolaveri Di: Innovation in Tamil Cinema

Tamil Film industry, just sometime back, was dominated by a family and their media groups. Almost every other movie was either nephew's or elder son's son or the younger one's. As the regime changed, that seemed to have changed.

Thankfully, I am not writing about politics in the industry. In that regime, the marketing of movies was high decibel campaigns in the TV and FM channels belonging to the family. Everything seemed to be just the same.

In that sense, Kolaveri Di is an innovation in movie marketing. Of course, it is a good product if not great. The music is catchy, the lyrics are easy to understand. It is not a Tamil song, just Tamil in thought. Of course, some may say that there is hardly anything in the song, but maybe that is the reason why it is so successful.

Mani could re-learn about segmenting the market. Despite the fact that the channel chosen by the Kolaveri team was Internet, it certainly was first aimed for Tamilians. The sales team includes Super Star's daughter &  son-in-law, and Kamal Hasan's daughter, faces that every Tamilian recognizes and adores. The song has successfully managed to cross the chasm of cultural barrier and has become a phenomenon.

As a Tamilian, it does feel proud that the song is a national favorite. And, of course, we might in the coming days, see more innovations in film marketing as Kolaveri Di has set a new benchmark in promoting movies. 

Songs & Nostalgia

Digressing from reviews but not deviating from movies. Have you ever wondered the effect of songs, especially movie songs, on our lives? For example, Pudhu Vellai Mazhai from Maniratnam's superhit flick Roja which also was the debut for Oscar winner AR Rahman reminds me of my stay in Tanjore. It was in 1992 that we moved from Tanjore to Chennai. So everytime its played, I am reminded of my friends, the house we stayed in, the street and times in the town of Big Temple.

Not necessary that it has to be a film song. Way back when I was in 4th grade, my best friend that time, Sanjay Kumar Yadav, left Delhi to Ranikhet upon his father's transfer. The vacuum created by his absence in the class haunted me badly. So much so that I used to cry in the class. That point of time, my parents had bought a cassette of devotional songs sung by TMS. Pullanguzhal Kodutha Moongilgale was hot favourite. Though a nice song, it distrubs me badly. The song makes me feel very sad. It reminds me of the terrible time I had in my life.

On the positive note, AR Rahman's composition Hey Hey Enna Achu Unakku for the Tamil flick Kadhal Virus was my favourite during the time I was dating my Savitha. The song was picturised on a group of girls, one of whom, reminded me of her.

Little before that, during my MBA days, I fell for a girl. Unfortunately, the girl already had a boyfriend and I never figured out how to handle the situation. And to lighten up, I would sing the song from Kamal Hasan's superhit movie Aboorva Sagodargal, Unna Ninaichen, Paatu Padichen, to myself and to my friends. When a friend became closer to her during that period, I used to sing Dost Dost Na Raha, Pyaar Pyaar Na Raha. Reflecting back, it all looks funny to me, now.

Then there are songs that connects me to my parents. Not living with them, now, songs like Amma Endru Azhaikatha Uyir Illiye from Superstar Rajnikanth's Mannan and Kaalaiyil Dhinamum Kan Vizhithaal from SJ Suriya's New, constantly remind me of their presence and their contributions to my life.

Dil Chahta Hai was certainly a cult movie and I have nothing more to add that. But the song Dil Chahta Hai where the trio go on a road trip kindled the desire to own a car and go on a long drive with friends. Thankfully, Manoj bought an old Premier Padmini pretty soon and along with Navin, we did go to Pondy. The fact that it broke down during our return and we drove at a menacing speed of 20 kmph from outskirts of Pondy till Mahabalipuram is a different story. That one journey can never be forgotten.

There is a song for every emotion. Some songs make me go sad while others charge me up. There are some which help relax. Makes me think what would life be without film songs!