You can count the eight Tamil words interspersed completely with English lyrics, but Why This Kolaveri Di
from Tamil movie 3
has the distinction of being the first Tamil film song to premiere nationally on music channel MTV.
The song was telecast by the music channel on Thursday and it will be played upto 30 times on the first two days, only after which the song will hit vernacular channels.
This is no isolated victory for the "Tanglish" song rendered colloquially by actor-lyricist-singer of the song, Dhanush.
It has become an anthem for all Indians, and has been played nationally on all major radio stations. The song, which is a rage among youngsters, has a viewership of more than 3 lakh every day on its YouTube link.
"Ahead of the launch of the single track of the album on November 16, we wanted this song to go viral in cyberspace. We marketed aggressively to make the song a national rage, by posting it on Tamil, Hindi and international Facebook pages, apart from releasing it on YouTube. The video accompanying the song was recorded the previous night at 2am, and edited on the day of the release," says Ashok Parwani, associate director, Sony Music Entertainment India.
"Getting 2 million hits on YouTube is a good sign, but our aim is to reach 15 million," he says.