Content more important than promotions: Kiruthiga Udhayanidhi

Debutante director Kiruthiga Udhayanidhi, who decided on a soft audio launch for her upcoming Tamil romance "Vanakkam Chennai", says her confidence in the film's music made her forego a star-studded event.

She believes that content is more important than promotions and launches.

"Vanakkam Chennai", which has music by Anirudh Ravichander, was released on July 27 via a local FM station and has already generated a buzz.

"There are two reasons why we decided to have a soft audio launch. Firstly, we were shooting our last schedule on the day our audio was scheduled to be released and secondly, we were confident about our music. We wanted our music to prove itself instead of inviting people and telling them about it," Kiruthiga told IANS

"I absolutely believe that irrespective of the promotions and grand launches, it's the content of a film or its music that matters most," she added.

"Vanakkam Chennai", said to be based on the book "Men are from Mars, Women are from Venus", features Shiva, Priya Anand and Rahul Ravindran in the lead roles.

Kiruthiga, however, doesn't rule out promotions completely.

"Since my film is a youthful entertainer, we wanted to have an event with youngsters. Nothing has been finalised yet but we are planning to have a youthful event with college students," she said.

The soundtrack features an ensemble of singers such as Hard Kaur, Vishal Dadlani, Hiphop Tamizha, Arjun Coomaraswamy and Papon.