The phenomenal success of Kolaveri di is now being discussed in marketing sessions at leading management institutes. Dhanush would probably be the first to agree that the unintended consequences of his effort should not be elevated to the outcome of a grand marketing strategy. It is a fun song. It just happened.
Reporting in the Times of India of 5 December, Chitta Unnithan quotes an IIM Professor’s reference to the song as “a perfect example of viral marketing, which has created a huge difference in the world of publicity”.