22nd November 2011 -
8.30 am
I check the updates on my Blackberry Messenger (My every morning bathroom routine - Multitasking) and saw a few of my friends put their status as something like 'Why this Kolaveri Di..' and 'Kolaveri Soup Song'. The amusing part was that these were guys who are not Tamil. I understood the meaning but didn't understand the reasoning. I didn't give it much heed and finished my job I was sitting for successfully ;-)
5.15 pm
I login to Facebook after a series of meetings and calls at work only to hit on more of updates like the ones I saw on my BBM. I was curious now and pinged a friend of mine to ask him, what this Kolaveri was all about. He smiled and asked me to check his facebook page for a link. You know 'Har ek friend Zaroori hota hai'. Well, one needs unhelpful friends like him too. I had just managed to enter his name that my outlook popped a reminder saying 'Call in 15 mins'. I snoozed it and closed Facebook to work on the report I had to present.
10.30 PM
Big Boss Time. Sunny Leone :-D
23rd November 2011
8.20 am
You got it - My everyday fresh routine. This time 7 to 8 of my friends had the same update with thumbs up and ROFL smileys all incorporated with the words.
Now I was in Kolaveri - Murderous Rage - In case any of you didn't know what this meant. I had to find out what was this. I pinged a few friends of mine and those D-heads didn't respond. The more you need a friend the delayed response you get.
10 am
The first thing I do at work post clearing my emails is check on youtube and I see Dhanush (Whom I call the Salman Khan of Tamil Cinema - Really you should see him without a shirt), staring at the mike and says 'I am sing song'. I was like....WTF??
As I listened to the song I had a smile on my face. It was Tanglish (Tamil + English) at the best to be combined with a lost love scenario. What more can you ask.
As the song got over, I looked around to see 4 more of my colleagues surrounding me with an amused look and a big smile. I think its this very characteristic of this regional Tamil song of managing to bring a smile on peoples face and arouse curiosity, that is propelling it to greater heights.
The next 15 Minutesu Minutesu was funu funu...at the Canteenu, Canteenu :-D
5.15 pm
I had an hour before another call and my hands without my knowledge typed 'Why this Kolaveri Di' on youtube. And before I could stop myself, I was engrossed in the Songu Songu.
Its now I saw the number of hits for this song and it was 16 lacs and that too in 4 days of its launch. This song was spreading the length and breadth and depth of internet like fire.
24th November 2011
9.30 am
I entered my office and was checking the paper headlines when I heard this Malyalee security guard speaking over the phone. Someone had called him thinking he was Tamil (Well the Northies still believe anyone from below Maharashtra is a Madrasi) and was asking him the meaning of 'Kolaveri'. He was trying to get the word pronounced correctly 'Kola...Kya?' 'Kola...puttu hota hai' (Kola Puttu - is a Malyalee snack). I knew he wont be able to do justice, smiled and went to my desk.
But then that's how quick this song was spreading. Everybody was curious and was listening to this song.
10.20 am
I logged into twitter and saw that Kolaveri was the 3rd most trending word on twitter only after 'Cyrus Mistry' - the new Tata Boss. Wow!! now that seriously is an achievement.
Big B and Anand Mahindra tweeting about the song and expressing they liked it too.
The You tube hits were at 33 lakhs and the song was playing all over the Radio and Mtv and was 4th in the international chart I heard.
It just goes to say, how a simple concept with music and words appealing to a larger crowd can do the job for you. No need of lavish internet marketing strategies - SRK are you listening.
But believe me at the end of the day, this whole hype, phenomenon, record break had to be connected to Rajnikanth** - Mind it!!
**
For those who don't know -
Dhanush is Rajnikanth's son in law.
The director of this movie is Rajnikanth's Daughter.
http://www.youtube.com/watch?v=YR12Z8f1Dh8&feature=aso













