What, How and Why of Kolaveri di

Hi All ,

You guys might have liked this song 'Why this kolaveri di ?'. With its catchy tune, crisp lyrics and sleek video it went on to become number one, most searched and liked song on the internet. On video sharing network Youtube.com it has crossed 37 million hits. This song has compelled the entertainment and music gurus to think that nothng else but pure entertainment prevails in this industry. Here is how, what and why of this song.

What...

2 years ago Dhanush ( Lyricist, Singer, Actor ) and his wife Aishwariya Dhanush ( Producer, Director, Rajanikanth's daughter) decided to produce a tamil movie called '3' which is due to releaseoin 2012. This is a love story featuring Dhanush and Shruti Hassan ( Kamala Hassan's daughter ) . Anirudh Ravichander (Composer) who is cousin of Aishwariya was known to Dahanush for about 6 years. They knew that this kid has talent and they may need him sometime in future. With Anirudh onboard the team started working on first song of the movie. Aishwariya wanted to start with a light hearted,hummable sad song about a failed love with slow rhythemic music. Danush had a lot of free time on the the sets of '3' so he started working on the lyrics and came up with a rough version which was mostly with english words spelled in tamil style. He used lots of tamil slangs . Anirudh composed the tune built around an ancient South Indian folk rhythm plus some Gujarathi dandia type music.The song was recorded at A. R. Rehaman's AM Studios. This is how the song was made.

How....

After the first rough version was ready, it was reviewed by Sony Music who hold the music rights. They suggested few changes / improvements. This was in Nov. 2011. Somehow this version got leaked on internet and was doing rounds on the social network sites. Dhanush was perplexed on this, he never wanted for his fan's to get used to the rough version. So he discussed with Sony music and wanted to release a singles CD. Sony had a different idea. They sensed the potential of the song and wanted to try the innovative way of marketing... Viral marketing. Since the time was short to picturize the video with lead pair, it was decided to shoot recording of this song. This was like 'Making of Kolaveri di ?' . Making of film videos are very popular in film industry. It shows the actors in their own natural self. So this video had digital relase on youtube.com on 16th Nov 2011. Winthin 1 week it crossed over million hits. Today it boasts of more than 35 million hits. Fans and trade pundits are awaiting 100 million mark.

Why...

While there are many factors which are coming forth everyday to explain the stupendous success of this song. I have my own version. As an ardent fan of Indian music and cinema I have seen successes and failures over past two decades. The success of this song defies all. I will give honest try to anylyse this.

1. The song has catchy tune which is inspired by south indian and gujarathi folk songs. Folk songs has an inherent capability to entertain masses, you don't get bored even after repeated listening. The folk songs sounds fresh even after decades and centuries. The Kolaveri song has picked all these traits. During Navaratri people play dandia... the kind of music and tune is excatly the same every year but still it soulds fresh and entertaining. So the Credit goes to Anirudh for this

2. The lyrics played major role in the success. Sice Dhanush has played with English words that are used in the Tamil vocabulary. Words like I, you, me, how, why, cow.. he framed them into sentences and came up with the song. Dhanush sang the song in broken English, as a Tamil person might if his knowledge of English was limited. With this it has appealed to global audiences. The song is also called a 'Soup' song, where 'Soup' is a colloquial Tamil word which refers to young men experiencing failure in their romantic relationships.

3. The video shot in making style has become huge hit. Usually there is big curiosity among the fans as to how the song/ film is made. That's the reason every film has a budget for the making videos. This video shows the team in casual mood, recording a video and having fun while doing so. Somwhat copy from hollywood music videos but has gone well with audiences

4. Danush must be appreciated for his singing and acting talent in this song. He resembles a typical tamil boy who failed in love. Camera has captured all his expressions with finess. He looks adorable in all the frames. Also his 'Tanglish' has made wonders.

5. Shruti Hassan by her mere presence has brought the 'it' factor to this song. I have seen many people watching this video to get the glipmse of this young lady. Her beauty is accentuated with the dark surroundings. This damsel has done wonders to the video just by being around.

6. Viral marketing approach has helped Sony music to make this video a mega hit. Brilliant use of social network popularity, fast reach among the audience, understandable lyrics, hummable tune has made it a hit. This is one of a kind of experience wherein the song was released digitally.We may expect mansy such digital releases.

About the Song

"Why This Kolaveri Di"
Song by Anirudh Ravichander (composer) & Dhanush (singer) from the album 3 : Music From The Motion Picture
Released :16 November 2011
Format :Digital download

Recorded : 2011 at AM Studios, Chennai
Genre : Filmi
Length:4:08
Label: Sony Music

Writer: Dhanush
Producer : Aishwariya Dhanush
Over 35 million youtube views

The Lyrics

yo boys i am singing song
soup song
flop song
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri dirhythm correct
why this kolaveri kolaveri kolaveri dimaintain please
why this kolaveri..di
distance la moon-u moon-u
moon-u color-u white-u
white background night-u nigth-u
night-u color-u black-u
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
white skin-u girl-u girl-u
girl-u heart-u black-u
eyes-u eyes-u meet-u meet-u
my future dark
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
maama notes eduthuko
apdiye kaila snacks eduthukopa pa paan pa pa paan pa pa paa pa pa paansariya vaasi
super maama ready
ready 1 2 3 4
whaa wat a change over maama
ok maama now tune change-u
kaila glass
only english..
hand la glass
glass la scotch
eyes-u full-aa tear-u
empty life-u
girl-u come-u
life reverse gear-u
lovvu lovvu
oh my lovvu
you showed me bouv-u
cow-u cow-u holi cow-u
i want u hear now-u
god i m dying now-u
she is happy how-u
this song for soup boys-u
we dont have choice-u
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
flop song

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Almost everyone can understand this song..anyway here are the meaning for few words
Kolaveri - Killer rage or Murderous Rage."Soup Song" - Love failure Song"Soup Boys" - Boys who failed in love

The Video