Having reached: 20 million+ You Tube views, 3.6 million+ Facebook shares, the #kolaveri hash tag on twitter has been trending with tweets from media watchers, journalists, fans, industry barons and celebrities. It is the first regional language (Tamil) song ever to see a high rotation on mainstream music channels and to get play listed on 43 radio stations across India.

The simplicity and originality of the melody, lyrics and video has attracted people world over to the song. "It’s no longer just a song, it’s a catchphrase and has entered the national lexicon…association with this song has become a status symbol of belonging. It’s almost like if you have not heard the song, you are just not with it". Dhanush the actor, singer and the lyricist of the song adds on, “I am not a singer but Sony Music’s perseverance to ride on this same fact and give it a real feel is what I think has made it work.”

Shridhar Subramaniam, President India and Middle East Sony Music Entertainment and the mind behind creating the viral rage said, “there is a change in the music landscape that we all are witnessing today. Regional Music has huge acceptability- growing at the rate of 20% per annum and regional advertisements are becoming national and today the success of our song ‘Why this Kolaveri Di’ is an endorsement to this phenomena. We have been a part of the change since 2008 when we entered the Tamil music market and today enjoy a 60% market share. Our outlook and strategy has been to expand in this market and our recent foray in the Punjabi Music Market is another such step.”

“Now, it has been our conscious effort to long tail ‘Why this Kolaveri Di’ concept by creating official dance mixes of the song, exploiting publishing and distributing the same. We want to keep it fresh, buzzing and alive till each person world over has seen/heard it.

Other media watchers claim it is a sign of the surge in Indian internet and mobile phone subscribers who have been downloading the track and viewing the YouTube video.