In the fortnight since its release, singer-composer-performer Sai Abhyankkar’s indie single “Radhimaa” has clocked 31 million views. The contrast of a heartbreak song set to a peppy beat has worked. The presence of Bhagyashree Borse, last seen opposite Dulquer Salmaan in Kaantha, helps too.
The song follows the same path as some of his earlier monster hits such as “Katchi Sera” (272 million), “Aasa Kooda” (432 million), and “Pavazha Malli” (313 million), all hosted on Think Music’s YouTube channel. There’s a method to the virality behind a Sai Abhyankkar music video. They all are shot cinematically, have a reel-worthy hook step, and position the 21-year-old composer as a young boy in love.
Choreographer Anusha Viswanathan, who has worked on four of Abhyankkar’s hit numbers, was all of 24 when she worked on “Katchi Sera”. She starts with cracking the hook step, which she likens to the jam in a sandwich.
Two years ago, Chef Shriya Shetty from Mangaluru, Karnataka, was scrolling past Instagram when she saw snatches of “Aasa Kooda”, choreographed by Viswanathan. “The hook step had soul, fluidity and grace, and when I heard Mumbai-based choreographer Shazeb Sheikh was holding a class on this song, I signed up. It looks so easy, but is super difficult, but also fun,” Shetty says. Many like her signed up across metro cities to master the “Aasa Kooda” hook step, and that still takes Viswanathan by surprise.
Thejo Bharathwaj, who has directed four of Abhyankkar’s videos, speaks of how his confidence as a performer has grown over the years. He says Abhyankkar has the ability to hold the screen even when he’s the only one in the frame.
The brain behind this winning formula is Magesh Rajendran, who is creator and curator of Think Indie. He is also the head of A&R and marketing at Think Music.
Magesh felt there was a slot waiting to be filled that did not feature film music. He wanted to build a different playbook, with the artist as the brand. On January 18, 2024 Think Indie did an artist reveal for Sai. But Magesh first met him on December 8, 2020, when he was hardly 16 years old. “He had 40 scratches, and I was amazed by the quality of his music. We brought that down to 20, then 8 songs. Once I understood the personality behind the music, I began working on how the world should be introduced to him. Freshness was Sai’s USP, and we took a call to not chase virality. From then to now, everything has been organic. We have not changed a thing about this format,” says Magesh.
That said, three things have changed significantly. First is the budget of these videos. “Katchi Sera” was made on a budget of Rs 12.5 lakh, and promotional cost was another Rs 6 lakh. This was recovered in just about a day. “Radhimaa” is the most expensive production of Think Indie. Magesh does not share numbers, but the considerably longer credits at the end of the video and roping in ace cinematographer Shyju Khalid (Manjummel Boys, Kumbalangi Nights) is indicative of a generous upgrade in the production budget.
The second is the willingness of actresses wanting to be paired opposite Abhyankkar in these videos. During “Katchi Sera”, no heroine was interested, because indie music was seen as “lesser than film music”. And then, Samyuktha, a trained ballet and contemporary dancer came on board. “I was at a low point, waiting for my break. The moment I heard the song, I knew it would be a big hit, but did not expect the virality of it all. It was overwhelming, and I’ve probably done that step over a 1000 times,” says Samyuktha.
By the time “Pavazha Malli” came along, actress Kayadhu Lohar came on board without much hesitation. “There was something about the song that drew me in. With something like this, there’s never really a strategy or a formula for knowing what will work. You just have to trust your instinct, and the response has been overwhelming in the best way.”
There’s also a change in the audience mindset. “Even for the first 2-3 videos, the comments section would always ask: which movie? Now, people ask which indie,” smiles Magesh.
When Think Indie began, Magesh’s brief was clear — establish a platform that will aid emerging talent in cinematography, direction, choreography, and writing. “We wanted people who would put their heart and soul into what was being created, and also know how to stretch the rupee, because budgets were very limited.” They wanted Abhyankkar to be this Justin Bieber-esque boy next door. They had to look for people who would collaborate. Now, everyone wants to be a part of this cultural movement.
