Jun 14, 2026 6:00pm IST
Anirudh Slams False Social Media Trends In New Independent Track “En Peru Aravindh” (EXCLUSIVE)
Anirudh Ravichander has spent the last few years defining the sound of Indian cinema's biggest blockbusters. From the legendary overnight success of "Why This Kolaveri Di?" to massive theatrical scores in “Jailer,” “Vikram,” “Leo,” “Coolie,” his smash Bollywood debut in “Jawan”, and “Devara Part - 1,” his name has become synonymous with high-octane stadium energy.
Now, he is stripping away that massive cinematic scale.
His latest single, "En Peru Aravindh", translating to ‘My name is Aravindh’ marks a sharp detour into independent pop and hip-hop. Released in both Tamil and Telugu, the track officially launches his independent label, Albuquerque Records, in partnership with Universal Music India.
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The project is deeply personal for the composer. The song relies on an alter-ego named Aravindh, a character modeled after his own early pre-fame days, named in honor of a late best friend.
"With the debut release of Albuquerque Records, this is the start of something special for us," Anirudh shares. "I chose Aravindh as my alter-ego in honour of my best friend Aravindh who isn’t with me anymore."
"Two thousand for a tweet, four thousand for a reel, ten thousand for a dance... stop this trend for the love of God." Instead of chasing algorithmic clout, he promises a track with actual staying power: "I will have you hooked the first time and another time. It’s time for the loop mode to be activated, and the song will outlast the hype."
It is a refreshing move from an artist who easily commands million-dollar movie budgets. By calling out the exhausting cycle of short-lived internet gimmicks, Anirudh isn't just venting, he is reminding everyone that a great track doesn't need an algorithmic trend to stick around.
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