Sony Music India has created a viral phenomenon, the likes of which has never been seen before in India, for the cros- cultural Tamil-English musical hit "Why this Kolaveri Di."Reaching over 29 million hits and 85,792 comments on Youtube in just over four short weeks. In just 10 hours, Why This Kolaveri Di, written and sung by Dhanush, became the most-searched song on Google and most-shared on Facebook. The song Kolaveri appeared as the number one Indian trend on Twitter on November 21, with many tweeting random bits of the song.The term Kolaveri, meaning ‘murderous rage’, is now being picked up by marketers and brands alike and people in other parts of the work as a form of expression. The track is also the first regional language (Tamil) song ever to see a high rotation on Mainstream Music Channels - play listed on 43 Radio Stations Pan-India and gaining.
In fact , the song has got many versions released, “Female Version”, “Give me Milk Version by Naveen Nigam”, and “One Random Remix” after its sentional hit on the internet. There are almost 1000 search results appearing for the search query Kolaveri Di on YouTube.
Now there are many spoof videos floating around the YouTube based on Kolaveri Di, which indicates the height of popularity of the song.
According to social media analytics firm Social Hues, Between 1 and 10 November (even before the official launch of the song), there were 43,800 mentions of Kolaver in the US, 7,000 in France and 4,000 from the UAE. Tamil movie fanatics (mostly male) and non-resident Indians drove most of the traffic in the US and the Gulf, and students studying abroad made up the majority of mentions in Europe.
From 16 November on, according to Social Hues, the rate of Twitter mentions of Kolaveri increased by nearly 200% every day, starting at 179 and peaking a week later at 14,907 tweets on 24 November—the day after it became the first Tamil film song to be played on MTV and Bollywood star Amitabh Bachchan (Famous Bollywood Actor) had tweeted about his admiration for the tune. Most traffic was driven by Facebook, which accounted for nearly 80% of social media mentions of the song, followed by Twitter and YouTube, according to Social Hues.
