MUMBAI: ‘Kolaveri Di’, the song that catapulted into an overnight sensation creates history again by being the first Indian video to cross the 100 million views mark on YouTube on 2 December 2015. Kolaveri Di was released by Sony Music on 16 November, 2011, which instantly went viral with more than a million hits on YouTube on the day of its release.

The song that became a ‘cult’ worldwide is now a certified pop culture phenomenon. Sung and written by Dhanush, ‘Why This Kolaveri Di’ captured people’s imaginations with its music and colloquial lyrics and immediately became a song of the people. The biggest buzz creator, the ‘U’ phenomenon was one of the additions to music lingo.

The simplicity and originality of the song, its lyrics and real to life video has attracted people

The video shot by the Sony Music team, has a raw feel to it, similar to a making-of or unplugged recording, making it extremely relatable for the viewers. The idea of creating a video, uploading on Sony Music’s YouTube channel, and from there promoting it to Sony Music’s social media channels worked well for the song.

Through innovative marketing strategy, the song attracted all categories of people and reached into all corners of the globe. Rarely any song created such a craze among children, youngsters to celebrities; everyone became passionate about the song.

The song is a part of Rajnikanths daughter directorial debut movie ‘3’, starring her actor husband Dhanush, who has also sung the song. The video sees him recording it a studio while Anirudh, Aishwarya and co-star Shruti Hassan looks on.