The first promotional video song from RRR was released amid much fanfare. Titled Dost, this song managed to impress music lovers. The Telugu version has clocked over 15 million views already and it is still going strong. The Hindi version is a reasonably good hit as well. It has garnered over 11 million views till now. Amit Trivedi’s vocals have worked pretty well for the song and it is being received well by the Hindi audiences. However, the Tamil version of Dosti is struggling to catch the attention of Tamil audiences. Despite Tamil music sensation Anirudh Ravichander crooning the song, Dosti’s Tamil version is not able to spark any sort of attention from the target audiences.
Even a week after its release, the Tamil version of Dosti, which has been titled Natpu is posting rather weak numbers on Youtube. It has garnered just around 4 million views till date, which is not the kind of a number one would associate with a magnum opus project like RRR. Another interesting aspect is that Natpu, crooned by Anirudh is arguably the best version of all the five languages. Anirudh’s vocals perfectly suited the pitch of the song and his rendering is of top tier quality as well. Both Anirudh and Keeravani combinedly deliver a winning number. But the quality of the song is not directly transcending into its success.
At a time when the Telugu and Hindi variants are doing reasonably well, the Tamil version is lagging behind big time. This surely is an interesting development. This might be an indication that RRR, which is riding high on buzz in the Telugu states and also the northern circuit is lagging behind in Tamil Nadu. It is high time that the RRR team follows a targeted approach and comes up with promotional campaigns aimed at attracting Tamil audiences. The Tamil rights of the film were sold for a whopping amount and the unit will have to work on building the film a solid pre-release buzz ahead of its release. It is heard that team RRR is planning a series of promotions in the near future. More promotional content will be out in a month or so from now