u/IndustryBeautiful169

For the last 15 years, composers like Anirudh, SaNa, Sean Roldan and Leon built themselves through their music. Their work spoke for them - not alleged paid PR or negative campaigns targeting each other. That’s why they all have a good relationship with each other , compared to now Sana vs Sai (clearly the industry has caught on to Sai’s negative campaign against others to push himself up)
That’s why the PR surrounding Sai feels so forced. Constant comparisons and attempts to crown someone the “next big thing” just feel manufactured. If you don’t believe me see these handles (some of whom sound like Sai himself). they not only forcefully promote Sai but always put negative tweets on others!
Kollywood music directors have grown through their own hard work . You’ll never see ani’s fans or Sana’s fans putting the other person down. But this Sai is ruining the industry for his selfish needs.

According to people I’ve heard from within the industry, Sai’s PR is apparently going into overdrive after the success of the DC album.
Mark this post: when his indie release drops on Monday, expect to see a wave of tweets/posts pushing some version of “Sai’s indie song beat Anirudh and Rajini’s Jailer - OMG, look how huge Sai is.”
There are also industry allegations that his team pays for views and aggressive positive PR. Check any page comparing Sai with Ani , and youll notice that the twitter handle only spams about Sai and nothing else.
If this narrative does start appearing on Monday, though, remember this post, you heard it here first :)
Personally, I think constantly framing his success against Anirudh does him no favors. He’d be better off focusing on building his own career and letting the music speak for itself.

iSai’s Paid PR and negative campaign against other Kollywood music directors! Cheap tactics by Sai’s PR team

iSai’s PR exposed . Heavy ₹₹₹ spent for his Indie releasing against Jailer single!