Nivetha’s music video hits it big

Music videos/singles are the toast of the hour in the South Indian entertainment industry, boasting of similar reach and popularity of numbers from feature films. Rashmika Mandanna’s Hindi-Tamil crossover music video with Baadshah and Yuvan Shankar Raja proved to be a major success recently. Ala Vaikunthapuramulo, Chitralahari actress Nivetha Pethuraj has now starred in a video ‘What the Uff’ that was released on YouTube yesterday commemorating Women’s Day.

Composed by Dear Comrade-fame Justin Prabhakaran, the music video was directed by Nelson Venkatesan. What the Uff celebrates the fashionista in Nivetha like no other work of hers in the recent past – she gets ample scope to flaunt her moves, fashion sense and superb screen presence. The lyrics underline the need to not judge a woman’s character by what they wear, post on social media or their relationship status. Though the music dominates the lyrics, the video is certainly catchy on the ears.

It isn’t surprising that the video, has nearly 8.5 lakh views and given its popularity, may even reach the 1 million in a few days. Actors need to be smart about their choices these days – films need not be the only medium to reach the audiences and solid presence in the digital space could go a long way in taking their careers forward. Harika Narayan has sung What the Uff, while the lyrics were written by Ku Karthik.