We took Chittiyaan Kalaayiyaan, (a song where a girl is saying “buy me things because I have fair wrists???” ) to call out the industry in it’s most beloved format - song and dance.

The song became what they say all too frequently in advertising: “a cultural moment”. The coverage was entirely organic by Indian and international media outlets like PBS and NowThis.

A shoutout to Anushka Sharma’s Film Companion interview which gave us a lot of insights into the industry.

Also, has to be noted: This was Kangana before her “gutter generation” era.