It's an unique move by Sony BMG to popularize the music of Gautham Menon's Vaaranam Aayiram, before the official release of the music album.
Four leading FM stations in Chennai have each been given a different song from the album, to popularize it five days before the official launch.
"Sony BMG is launching the audio of Vaaranam Aayiram on the 24th September at Sathyam Cinemas and as a teaser to that a first of it's kind initiative is being taken up by us to actually open four potential hit numbers from the album as "exclusive" to key radio partners who we have built a strong relationship with, in the past 8 months of operations," says Nandini Raman of Sony BMG
The roll out for the Radio stations is as follows-
Radio Mirchi plays Nenjikul Peidhidum…
The radio stations simply loved the idea and are going ga-ga over it and in fact have ensured great rotation for the tracks for the exclusive period.