Director A. L. Vijay, ‘Chiyaan' Vikram and producer Mogan Natrajan believe in doing things differently. For the audio launch of their upcoming film Deivathiirumagan, everything was unique from the word ‘go'. The atmosphere at the Chennai Trade Centre on April 14 was like a kids' carnival. With lead actor Vikram playing a ‘child-man', an adult with the mental maturity of a five-year-old, the entrance to the venue was transformed into a playfield.

All those connected with the film were brought to the dais in a split second. And guess what? They were all attired in black. Anushka stood out in a flaming yellow salwar, while Amala Paul was dressed in a shimmering sari. As for the actual audio launch function, snatches from the six songs scored by G. V. Prakash were screened. Incidentally, two were rendered by the young musician along with Haricharan. When Pa Pa, the song sung by Vikram was screened, the audience rose to their feet in excitement. Interestingly, each song was introduced to the audience by a celebrity guest – directors Vasanth and Chimbudevan, Lissy Priyadarshan, Arya and Shakthi and singer Saindhavi. Vijay's mentor director Priyadarshan and producer-director Ramanarayan unveiled the Deivathiirumagan audio.