Crooner Darius Danesh has waded into the mire of T.A.T.U. controversy, claiming that the video which features the girls kissing is an effective piece of marketing.

Talking to an online website, Darius said “I’m just amazed that marketing people hadn’t thought of it before! Come on, two teenage girls in schoolgirl outfits kissing is going have everybody watching. It’s very clever marketing.”

However, the former Pop Idol dude warned that relying on controversy to sell records could lead to disappointment.

“Gimmicks are only as strong as the artist they promote. Whether T.A.T.U. are going to be around or whether they’re one hit wonders depends on the material.”