India is a country of differences; regional, religious and economic differences. We believed that there were three things that homogenised the people of this vast multicultural nation: cricket, politics and Bollywood, so much so that they came to being nicknamed ‘religions.’
With the over a score of languages spoken within its boundaries and the passion Indians have for movies, India might have become the country that produces the most number of movies a year. Yet, if you look at the success of Hindi movies (Bollywood Movies) in the southern parts of the country as opposed to south Indian movies being viewed by audiences in the northern and central parts, there is a stark difference, unless the project has been remade or dubbed. (As in the cases of Bodyguard, Manichitra Thazhu, Bombay, Robot and the like.)
Going against these rules a recent Tamil movie song has caught the whole country by storm. It doesn’t stop there, this phenomenon has even captivated the Non-Resident Indians. No prizes for guessing. It is ‘Why this Kolaveri.’
When you come to think of it, it is a song that is supposedly in English with a strong Tamil influence, and almost lame lyrics. It was supposed to be just a You Tube release of a video shot during the recording of the song and look at the hype and hoopla that came off it. Why this Kolaveri has got the whole nation and then some grooving to its peppy beats. It’ s been playing all over India, homes and iPods of Indians abroad and even some malls outside India. It one song that’ll rock every News Year’s party, this year. If you haven’t got a chance to listen to the Kolaveri tune, this is your chance.
You have no reason to believe that it has actually taken over, until you have seen these videos of flashmobs:
This one is from Mumbai, the seat of Bollywood big budget flicks. Could Dhanush now have as many fans as the Khans?
Also making its rounds on the internet is this one from Aukland, New Zealand
Then, there’s been this; a reply to the original lyrics (we women like these words better, but can’t ignore the official video too; such is our plight.)
And then yesterday I came across this Malayalam version. These ‘soup’ boys have done a good job with the lyrics and I love the voice too. What I can’t get over is the “Pashu, Pashu – Parishudda Pashu,” the literal translation of Holy Cow. It’s hilarious. I’ve listened to it a couple of times but I can’t help laughing out loud, when it comes that part of it. So, this version tickes your funny bone too.
Kolaveri in unavoidable. Kolaveri has turned out to be a uniting force too. We don’t know how long this number will top the charts. For now we have faith in this song. For now, we have embraced it as the religion that has brought us all together.
How and why kolaveri caugth up is a mystery but it definitely showcases the influence and power of social media in the present times.
No surprise lectures are being taken in MBA institues (IIMs and alike) across India to demonstrate the learnings from the Kolaveri viral.
That’s right. Social media does have a big role in this success story.