Upon release, the hashtag #kolaveri topped the Indian trends in Twitter on the evening of 21 November 2011 and was trended for three consecutive days. Within a week of the official release of the video, it received more than 3.5 million views on YouTube, more than 1 million shares on Facebook, while trending in India on Twitter the whole time. The song is also a hit among non-Tamils, apparently due to the Tanglish lyrics.[13][14][15] Soon after its release, the song was played on US radio station KZYX FM by Mister X, on his show, Music Out of Bounds.[16] By 30 November 2011, it had more than 10.5 million YouTube views.[17] By the start of 2012, it had crossed 30 million YouTube views.[18] The song and versions of it account for more than 200 million of YouTube's total views.[19] The song became the top downloaded song on mobile with 4,100,000 downloads within the first 18 days of release.[20] On 24 November 2011, this song became the first Tamil film song to premier on MTV India. The video was shared by 1.4 million people, liked by 1.8 million people and received more than 1.1 million comments. As of November 2020, the song has 235 million views on YouTube, becoming the second most viewed Tamil song on YouTube only bested by "Rowdy Baby" from Maari 2, also sung by Dhanush.[21]

The wordkolaveri literally means murderous rage. But in the way it is commonly used in jest by the residents of the Madurai district of Tamil Nadu, it simply connotes any kind of commotion or hullabaloo.

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Among them all, a Carnatic fusion version ( kolaveri-subhapantuvarali) is also going viral on the net. A bunch of music-loving Mumbaikars (with some knowledge of Tamil and Carnatic music of course) are behind this crazy and catchy, earnest yet hilarious fusion. Interestingly, the musicians involved have never worked as a band before. They met through social networking sites and came together to discuss music and ended up making the Carnatic Kolaveri .

Then, a series of serendipitous news events drove the #kolaveri hashtag (a hash sign followed by a tag word to indicate importance). When agriculture minister Sharad Pawar got slapped by a youngster on 25 November, tweeters cheered Kolaveri and a Punjabi version of the song known as the Sharad Pawar slap song appeared on YouTube the same day. It has logged over one million views of its own. The following week, when bail was finally granted to Tamil Nadu member of Parliament K. Kanimozhi in the 2G spectrum case, the felicitous assonance of her name with Kolaveri did not go unnoticed.

Therefore, I got hold of Prashanth Challapalli a.k.a Jack in Chief - my friend and the business head of Jack in the Box Worldwide, the digital outfit behind the monster called #kolaveri for a quick chat. 0852c4b9a8

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