Vidya Vox’s highly anticipated music video for her new song ‘Sundari’ has left fans and critics a bit underwhelmed, failing to live up to the high standards set by her previous hit ‘Kuthu Fire’ released in 2017. The singer, known for her unique blend of Tamil and English in her songs, seems to have taken a different ultra-glam approach with ‘Sundari’, which unfortunately falls short of expectations.
One of the most notable aspects of ‘Sundari’ is the forced inclusion of a sex quotient, which feels like a desperate attempt to make the video more attention-grabbing. While this tactic might have worked for some artists, it only seems to serve to detract from the song’s actual quality and the singer’s impressive vocals. The visuals, which are heavily focused on Vidya Vox’s physical appearance, make her look like just another Instagram influencer rather than a talented musician.
However, renowned Bollywood PR guru Dale Bhagwagar, who is considered the father of music PR in India, believes that Vidya Vox deserves a fair chance to make a comeback with her music. Reacting to her video release, Bhagwagar praised Vidya Vox’s talent and unique style, saying, “Vidya Vox has a unique spunk-filled style of singing that sets her apart from others. I haven’t seen the new video yet, but Vidya Vox is a talented artist who has been a significant part of the music scene. I believe that everyone deserves a fair chance to make a comeback and prove themselves.”
Bhagwagar, who has handled the media for a plethora of A-list Bollywood clients, including Hrithik Roshan, Priyanka Chopra and Shilpa Shetty, has also handled the PR for top music artists like Daler Mehndi and musical hits like the film Rock On.
Interestingly, Bollywood superstar Hrithik Roshan has also expressed his admiration for Vidya Vox in the past. In 2018, Roshan shared Vidya Vox’s mashup of Major Lazer’s “Lean On” and the Punjabi folk song “Jind Mahi” on Twitter, praising her amazing voice and listening to the mashup non-stop. Photos also surfaced of Hrithik Roshan posing with Vidya Vox, showing that the Bollywood star was smitten by the talented singer.
While ‘Sundari’ might not be a complete failure, it seems to be a significant step down from Vidya Vox’s previous work. The song’s failure to become a rage is a testament to the singer’s inability to recapture the magic that made her previous songs so successful. Here’s hoping that Vidya Vox will return to her roots and create music that is both memorable and true to her unique style.
