Kolaveri Di’ has become a sleeper blockbuster by crossing 10,559,994 hits since its release on Nov 16 on youtube.com. Tamil actor Dhanush penned and sung himself this funny song which has been composed by 18-year-old debutant music director Anirudh Ravichander which will be a part of Dhanush’s next film ’3′, which is being directed by his wife Aishwayra. The film also stars Shruthi Haasan.

The song created such a craze from children to youngsters to celebrities. Kolaveri has just won the YouTube Gold award, which is presented to viral videos from across the world.  Anirudh says, “It is true. The record label has received official intimation. I don’t know if they will have a function to present the award but yes, Kolaveri has been chosen for the award.”

Not only that, but an article and the lyrics of the song have also been featured in edition of the Time magazine. Anirudh smiles and says, “I’m not sure about this fact but someone I know told me that it is after 20 years after it featured a story on Roja that the magazine is running such a story again.”

Will he turn out to be another Rahman and Anirudh responds immediately, “Oh no, Rahman sir is my inspiration. I will happily retire if I manage to accomplish even five per cent of what Rahman sir has achieved. I’m just one song old and have a long way to go.” The song’s success has lifted the spirits of the entire team of 3.

Dhanush tweeted, “To all my north Indian Kolaveri fans, thanks for receiving a Tamil song with a warm heart and making it a global song. God bless.”

Not only has this but the song become an anthem for the future managers of the country. The IIMs are treating the song Kolaveri Di as a classic example of viral marketing.

IIM Ahmedabad (IIM-A ), for instance, plans to dedicate a session to Kolaveri Di as part of its course on Contemporary Film Industry: A business perspective. Why this Kolaveri Di, which means ‘Why this rage towards me, girl’ has actually become a rage across IIMs with faculty of marketing playing the song during class. Professors of IIMs – Bangalore, Rohtak and Lucknow – have played the song in class and later discussed its strategy. The institutes have also made videos of the entire class singing to Kolaveri Di and posted them on networking sites.

Sajal Kumar, a first year post-graduate programme student at IIM Kozhikode has done a case study on the song, calling it Project Kolaveri . The student also sent out an online survey, analysing the marketing success of the song.

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