After an unconventional trailer, Vijay Sethupathi and Samantha Ruth Prabhu starrer Super Deluxe has a new offering – a “Ding Dong promo”. In a style that is now being associated with its director Thiagarajan Kumararaja, this promo’s narration is dependent largely on its sound, much like the trailer.

The film stars Vijay Sethupathi, Fahadh Faasil, Samantha Ruth Prabhu, Mysskin and Ramya Krishnan in lead roles. In this 'Ding Dong' promo, we have a loop of Fahadh swearing and Samantha talking in whispers, punctuated by Vijay Sethupathi’s character, Shilpa, uttering the phrase “ding dong”.

The words tumble out of the character’s mouth while she looks confused; her hair ruffled and kajal smudged. This “ding dong” is a leitmotif, and the crescendo ends in silence when we see Ramya Krishnan do a dramatic hair flip and turn at the end of the promo.

Sound is an important part of the video, but much like the trailer, the promo too is presented as a puzzle – as though there is a little more for us to discern, a few more hints for us piece it together. The film is releasing on March 29, and the build-up to it has sure been exciting.

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The film’s screenplay has been written by Thiagarajan with additional inputs from Mysskin, Nalan Kumarasamy and Neelan K Sekar. The film is being bankrolled by the director under his own banner, TDKF. Yuvan Shankar Raja is composing music for this venture, with PS Vinod and Nirav Shah cranking the camera and Sathyaraj Natarajan in-charge of the editing. 

Thiagarajan Kumararaja’s made his directorial debut with the critically acclaimed film Aaranya Kaandam, which went on to win several awards including the National Film Award for Best First Film of a Director and Best Editing (for Praveen KL and NB Srikanth). The film premiered at the South Asian International Film Festival on October 30, 2010, and released in India on June 10 the next year.