01 January 2012
‘Why this kolaveri di?’, a song sung almost exclusively in 'Tanglish' (a mix of Tamil and English) to a Gaana backdrop, has become a worldwide viral sensation.
Posted on Youtube on the 16th November it has been viewed over 30 million times. Appealing to Tamil youth and youth across the world, the song was spread rapidly through social networks, with the hashtag, #kolaveri, being the most popular Indian trends on Twitter.
The speed of its success led to the video receiving Youtube's, 'Recently Most Popular Gold Medal Award' in early December 2011, and being named CNN's 'Top Song of 2011'.
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