India as a nation has something to talk about while it waits for Sachin Tendulkar’s 100th International century. A viral video called “Why this Kolaveri Di” is gripping the whole of India. And India seems to forget the fact that Tendulkar is just 33 runs away from a milestone which has never never achieved before, and which probably will never be achieved again.

How viral has this video gone?

This video has gone to 3 million hits in less than a week.

I’m probably the last person to write about this in the whole blogosphere. You might think I was lazy, but truth be told, this video is less than a week old and I am not lazy on weekdays. There were three milestones which happened from the time I first heard about the video and to the time I got to write this post.

When I first read a tweet about it, it was just noise. When I later checked it was buzzing and the video was ready on my “watch it later” list, but it had already received a million hits. By the time I watched it, the video got 2 million hits, 6 of which were mine. The last time I checked the video was at almost 4 million hits. All in the span of 3 days. Can you believe that?

What’s so special about the video?

Nothing in particular. And that’s the beauty of it.

The main reason this video went viral is because something like this was never done before. The song is a kitsch of Tamil and English with a very catchy tune and incredibly funny lyrics. The video shows the making of the song with the singer who is also the protagonist of the movie. The movie is produced by Aishwarya Dhanush, who is the singer/protagonist’s wife and daughter of Tamil thespian Rajni Kanth, a Super star about which you should have already heard.

Kolaveri Di means Killer Rage. Figurative and not literal.

The video’s intention is probably to create some buzz which might lead up to the movie release. In the process, Sony, the maker of the video is raking in some moolah too. It’s true value added service caller tunes – which itself is a killer rage in India.

If you call someone in India, there is a very high probability that you will hear Kolaveri Di.

Kolaveri vs Ra.One

Ra.One was the most recent Bollywood movie which used social media and the Internet to the extreme to create some buzz. Shah Rukh was everywhere from tweets and Google + Hangouts to giving interviews to blogs and other outlets. It was as if the whole of there Indian Internet has stopped and there was just one thing to show – Ra.One. They even had Ra.One merchandise under the name of G.One and released a re-branded no-good Android tablet.

For close to three weeks, the only advertisement you would have found is for Ra.One, thanks to Google’s geo-location technology.

I’m sure Ra.One team spent boat loads of money. Did it create the buzz? If you call, I will be in your face until you talk something (good or bad) about it, a buzz, then yes, Ra.One created the buzz. But not the kind of the buzz “Why This Kolaveri” has created. Kolaveri made a simple entry and made a profound impact.

Now imagine Ra.One doing the same thing. Had they posted the making of Chammak Challo song with Hip Hop icon Akon on to YouTube, the team could have saved truck load of money.

Thanks for coming this far. I knew you would.

Love U, Love U, Oh my Love U, you showed mee bow uuu

Cow U, Cow U, Holy Cow U, I want you here now U…

This song is for soup U boys U, We don’t have no choice U

Now you would agree that this song isn’t just for the soup boys.