Aishwarya Rajinikanth is currently directing a pan-Indian film titled 'Lal Salaam'. The Tamil-language original's first song was released yesterday. At nearly eight minutes, the chariot festival song (titled 'Ther Thiruvizha') is filled with Tamil nativity, as the backdrop is that of a festival celebrated in the style of local customs. Films like 'Kantara', despite their rooted backdrop, dramatized everything and impressed the non-Kannada audience. The 'Lal Salaam' song doesn't make an attempt even though the music is by a genius - AR Rahman.
The film, starring Superstar Rajinikanth in an extended cameo, will have a Sankranthi release in Telugu (if everything goes well). While the film's hero Vishnu Vishal has zero market in Telugu, Rajinikanth's image will be banked upon by distributors and exhibitors.
But if the first song is anything to go by, the makers have no interest in establishing a connect with the Telugu audience through promotional material. The festival song is high on Tamil nativity. While AR Rahman's unique touch to the folk song is commendable, the style of picturization is unlikely to find takers among the Telugu audience.
