December 5, 2011 02:22:33 PM IST Enkayaar, Glamsham Editorial
Indeed the marketing pandits are scratching their head, how 'Why This Kolaveri Di'has become such a rage that it has emerged as one of the biggest downloads on internet portals and eventually it could become one of the biggest downloads for all times to come in the music history.
The moot point is, it is a rap, an angst of a common boy on the street who does not have money in the pocket to aspire for a girl who presents herself as a package, what with all kind of cosmetic additions, and the common boy of the street seems to be lost in the maze of the byzantine cosmetic display.
It is a nonsensical verse and the purists are aghast that such kind of inane lyrics have even made the Japanese fans drool to its outreach what to talk of its effect in India. But it is angst of a broken heart, a heart that belongs to a young man who does not have money in his pocket nor the resources to package him to appeal to a girl. In the present times, it has become rather the norm that a boy has to first package himself and make presentable so that a girl should show interest in him. CHECK OUT: Rajinikanth in 'Kolaveri Di'?
'Why This Kolaveri Di', asks the same question that why not the boy be taken on his face value bereft of the facade of packages to graduate to the world of finding a partner. Indeed Jag Sariya, the famous satirist also questioned the notion when he had asked why one has to wear a lizard on his jacket to be able to announce to the world that he has arrived.
The song has the same earthy affect that Big B was able to produce when he had rapped the famous song 'Ek rahin eer and beer'. The simplicity of the song and it being packaged without a 100 piece orchestra is what makes a song endear.
The success of raps in USA is a telling pointer to the fact, and this song has paved the way for initiation of an era of Indian rap, an era where the language would not have much consequence, but what would determine the success would the element of simplicity with which it would be packaged.
Let 'Kolaveri' begin. As the election season unfolds in the country, one could see series of such songs being launched on the internet and it could bring out series of latent talents in the country.