Tamil cinema’s promo revolution: Composers are now hype machines

Kamal Haasan and Rajinikanth walk together towards a car, even as a catchy track (‘Aaja Raja’) plays. They get in.

In what is a promo for the biggest Tamil project of recent times — one that marks the reunion of two superstars — director Nelson and music composer Anirudh also makea mark. For films like Doctor, Beast and Jailer, this duo has worked on irreverent, self-deprecating humour that has drawn a fan base.