Looking to the craze the Why this Kolaveri di song has generated even before the audio CDs of the Tamil film, 3, of which it is a part, are out it can safely be predicted that Sony Music has a gold mine with it. For, one can well imagine how the music company will mint money by selling the CDs of 3 when they are out early next year. Not just the Tamil-speaking population but also those who don’t understand the language may feel inclined to buy the CDs of the Dhanush-Shruti Haasan starrer if only because of the Kolaveri di song.
Incidentally, Dhanush, who has penned and rendered the song and is also the hero of 3, is Rajnikanth’s son-in-law. Rajni’s daughter and Dhanush’s wife, Aishwarya, has directed the film. The music director, Anirudh Ravichander, is a young and shy boy who is only 21 years old. He is the cousin of Aishwarya and 3 is the first film for which he has composed music. Before 3, Anirudh used to score music for the short films made by Dhanush. Some years ago, Dhanush had gifted Anirudh a sound card costing Rs. 8,000 when he realised that the latter had a lot of potential in him. That sound card, among other things, helped Anirudh home his talent. Incidentally, while Anirudh gives all the credit for the super-hit song to lyricist and singer Dhanush and God, Dhanush himself says that Sony Music should be given the credit.
For, according to the actor-lyricist-singer, “There are far better songs in the market than Kolaveri di but if this song has become such a rage, it is because Sony decided to go viral with it after it was leaked on the Internet. It is the viral marketing which has made the song what it is today.” The song video has had almost 2 crore visitors watching it on YouTube in less than a month. And the number is only growing each day!