I heard about 'Kolaveri' few days ago. My first reaction was how could people turn so violent that they have started using these phrases in songs!!
Why this kolaveri di?
Is a Tamil song that has gone viral since less than a week and already has over 20 lakh hits; it was 10 lakh when I checked this morning :-/. There is this normal looking next door guy - in a simple black shirt singing for 'Soup' boys. What is it? A jingle for Knorr soups or something? Thats when you understand that 'soup' means 'failed'. The song is for the guys who have been jilted in love and treated like a piece of chicken in a soup!!
The song is half English- half Tamil written by Dhanush (Tamil actor and son-in-law of Rajnikanth) in his spare time; which has become a rage of sorts to everyone and anyone. Everyone seem to relate to this song and it has crossed the Southern belt; and yeah it has invoked this mass hysteria without ARR!!
The setting is a music studio; Dhanush is singing the song and its being recorded; while his wife and Shruthi Hassan looks on. No glamor, no drama, no gimmicks; just him enjoying the song as he sings. The lyrics are lunatic, meaningless and is insanely funny.
Is it the tune? I didnt find it catchy! definitely not as catchy as Ringa Ringa or Appdi Podu. Is it the lyrics? Is it the laid back drawl? Maybe its a combination of all; combined with it the sub titles in English giving out the lunatic lyrics like "White-u skin-u girl-girl-u...girl-u heart-u black-u" which takes it to an audience beyond that of a regular Tamil song.
The dialogues rendered in an utterly easy-go way in between like "What a change over mama...OK Mama..Now tune change-u" and lyrics like "Cow-u Cow-u Holy Cow-u, I want you here-u now-u" makes it a random jam grabbing your attention and wants you to listen to the song again.
And that wonderful word. Kolaveri in Tamil means barbaric rage but it seems to be used in a mere comical sense asking the lady what is that she is angry about? "Why this kolaveri?" sung in a casual tone had captured the listener and its now a muse. I have been following tweets and rants; "Why this kolaveri di? is being used in every context and in synonyms to "Why are you cold?"
Very soon, I am sure we might find it being used for jokes pulled out on politicians. This was a bonkers hit! I dont think they expected it to be such well received. A song recorded during a break has surpassed any expectations. Very soon, get to hear the Bollywood version, remix version, club version, Cola adverts and so on.
Was it really a random incident? Or a tactical marketing strategy by Dhanush and team? Is it a fad online to grab even the silliest of things and share? Whatever his infectious grin and laid back rendering is doing wonders.
His father-in-law would have blessed it and so we are liking it for sure :P