Kolaveri becomes youth anthem

CHENNAI: You can count the eight Tamil words interspersed completely with English lyrics, but “Why This Kolaveri Kolaveri Kolveri Dee” from the Tamil movie ‘3’ will have the distinction of being the first Tamil film song to premiere on a national music channel, MTV, on Thursday. The song will be aired as the making-of-the-song version, and not the actual visuals, which are yet to be canned. The song will be telecast by the national music channel up to 30 times on the first two days, only after which the song will hit vernacular channels.This is no isolated victory of the Tanglish song rendered colloquially by actor-lyricist-singer of the song Dhanush. It is an anthem for all Indians, as it will be played on all 32 Radio Mirchi stations and 43 Big FM stations and adding a viewership of more than 3 lakh everyday to its YouTube link. “Ahead of the launch of the single track of the album on November 16, we wanted this song to go viral on cyberspace. We marketed aggressively to make the song a national rage, by posting it on Tamil, Hindi and International Facebook pages, apart from releasing it on YouTube.“The video accompanying the song was recorded the previous night at 2am, and edited on the day of the release,” says Ashok Parwani, associate director, Sony Music Entertainment India. Getting 2 million hits on YouTube is a good sign, but our aim is to reach 15 million, he says.