Meet the men who have you saying 'Edhukku'

It was in November 2016 that their first video went viral on Facebook. It featured a very relatable Hari enacting situations regular people in our lives find themselves in and how they deal with it, interspersed with clean humour. It was the overwhelming response that encouraged the Chennai-based visual communication graduates to create the YouTube channel Jump Cuts.

Hari, who was working as an assistant cinematographer in films, says, “We started making short sketch videos. Then, looking at the reaction and requests for more content, we decided to move to YouTube.

We went with the name Jump Cuts based on the editing technique we use. It makes videos sharp and crisp.” While Naresh sits behind the camera, Hari plays various characters. But why not have multiple actors? “It’s not easy to find good actors. We zeroed in on mono-acting as we felt it would also add humour without much effort,” adds Hari who has played more than 150 roles in the videos.

Over time, the duo has created content based on Bigg Boss, Jallikattu issue, cyclone Vardha and TN politics, among others, with the average views being over a million. The channel, that has nearly eight lakh subscribers, has a loyal fanbase among college students. 

Their latest video, Tamil Nadu 2017 — The Time Travel, is a parody on TN politics, its instability and how various sections of the public react to it. “People don’t like to be preached. Therefore, satire is the best way to put forth a point. I believe that’s the biggest reason for our success,” adds Hari. 

Their catchphrase ‘Edhukku’ (Why on Earth?), that appears at the end of every video, has become quite a hit with the Tamil youth with several memes based on the same doing the rounds. “Initially, it wasn’t something that was done consciously. But once we realised the audience loved it, we ensured it’s part of every video,” says Hari.

Apart from regular netizens, the duo has received celebrity support as well. “The feedback and support we received from actress Shruti Haasan was very special. A short film named Global Drug was made possible with Shruti as the producer. Many directors from the field appreciated us through calls,” adds Naresh.

How do they manage the finances though? “We get money from viewership and subscriptions. Production cost is not too much. We only spend on costumes since I play different characters. My wardrobe is full of clothes. I can hold a big sale someday,” says Hari with a laugh.

While most of their content has been appreciated, the duo has come under criticism for stereotyping women. “With all due respect to women, the characters in our concepts are fictional. Kanaga and Swathi are two perfectionists in our episodes. Since it is mono-acting, a bit of exaggeration in terms of the body language and voice of the characters is needed. At the end of the day, I guess it’s all about perspective. 

You only get offended when you choose to. Otherwise, you take it in the right spirit,” explains Hari. For the nonce though, the duo says, “We have plans to create a drama series. Apart from dealing with current issues occasionally, it will have our trademark comedy and satire.”

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