When BrandLine did a dipstick survey of 70 people who had heard the song, the top three words associated with the song were ‘simple‘, ‘catchy' and ‘cool'. A distant fourth was ‘hummable'.

Digital marketers acknowledge Kolaveri is an example of content from the online universe going way beyond. Supriyo Gupta, founder and CEO, Digilogues, says: “It's not merely a question of great execution and PR support. It was good enough content for people to start backhanded comments - like the Sharad Pawar version.” Great content often doesn't have logic, yet has the ability to repopulate itself, he adds.

C. S. Amudhan says not many songs that share the simplicity of Kolaveri engage in much orchestration. He explains, “While some may say it's just an online stunt, we must acknowledge the pleasant tune. Also, not many people note the use of those jazz bits. Besides the lyrics being in English and the sub-titles, that's also contributed to its popularity.”

Parameswaran has a slightly out‘rage'ous take: “This year has been a year of anger - we've seen the Jasmine revolution, the Anna Hazare movement, and now Wall Street. The biggest hits of the year have been Wanted, Singham and Bodyguard . Kolaveri is a fitting end to the year - murderous rage in a languid style.”

Would the song have become such a hit online without a social push? “It would have. It's just that the campaign gave it an instant boost - made it a song on steroids',” avers Prashanth Challapalli.

gokul.k@thehindu.co.in

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