It’s a song from a Tamil movie ‘3‘ which had to be popularized across India; a land of 22 different languages, officially that is.
The Idea:We observed that everyone loves to crib on social media. So…we cribbed too! We vented about everything under the sun along with #WhyThisKolaveriDi and added the link to the song’s video. The #tag was a line from the song, which means ‘Why This Murderous Rage’. People watched the video and got hooked to the word ‘Kolaveri’.
- YouTube views: 41 million+
- Facebook shares resulting in...: 3.6 million+
- Earned media: 67 million+ inr
