Karuppa Kooda Va: Why Suriya's New Song Owns YouTube

Karuppa Kooda Va is the first single from Suriya's Tamil film Karuppu, directed by RJ Balaji

Young composer Sai Abhyankkar, of Aasa Koodaa fame, drove much of the early buzz

The title's Kooda Va echo to his earlier viral hit is fuelling the algorithm

Suriya pairing with a comedy-rooted director for a folk-flavoured film is the bigger talking point

Single drops are now the real marketing engine for Tamil cinema, often before trailers