Looks like this is the season for ad-men to make movies. First, there was Balki's 'Cheeni Kum'. Now, Krishnan Seshadri Gomatam, who along with Santosh Sivan made the internationally acclaimed Kerala Tourism ad commercials. Now He is coming up with what is touted as the first European style metro movie, in Tamil. We believe it hasn't got the typical hero-heroine-villain format.

Technicians working on the movie talk excitedly about how the movie is refreshingly different - no blood curling violence, a loveable humorous self-deprecating hero, an intelligent, attractive and self-assured heroine, and romance that can start a baby-boom!

Initially, the movie was promoted as M3V, asking people to guess what M3V could mean! And the same was promoted in their official website.

Hordes of people started the guessing game coming up with interesting options. People had come up with such hilarious titles like, "Muthu Varaar Varaar Varaar" suggesting it to be a movie with a law/court theme! Another one from Kuala Lumpur, Chandra, had made an interesting observation: "You see the letter M can be made with 3 V s, one straight and two inverted. So the movie gives a message that in today's world, for everything straight that you come across (path, personality, view, happening, etc) you can expect that there exist at least two of an exactly opposite (inverse/devious et al) nature."

Wow! Isn't that lot of buzz for a movie title! Anyway the secret is now out in the open. M3V is 'Mudhal Mudhal Mudhal Varai'! From beginning to beginning.

Innovative indeed!