If you seriously remember during the days of Agnathavasi movie Kaatamarayuda song got released just a few days before the release of the movie. The song did not got release along with the audio and makers added it later.
Devi Sri Prasad even took his song with Kalyan sung and a video has been recorded too. Now the Devi Sri Prasad got replaced with Anirudh and Kodaka Koteswara Rao song is coming for the December 31st. Suma the anchor announced the same at the audio launch the other day.
The trailer was said to be coming on December 26th but December 31st night has some shocking surprise. So looks like releasing a mass song before 10 days of its release the movie makers are following the pattern of Attarintiki Daredi for sure.