It's a song from a Tamil movie '3' which had to be popularized across India; a land of 22 different languages, officially that is.
IDEA
We observed that everyone loves to crib on social media. So...we cribbed too! We vented about everything under the sun along with #WhyThisKolaveriDi and added
the link to the song's video. The #tag was a line from the song, which means 'Why This Murderous Rage'. People watched the video and got hooked to the word 'Kolaveri'.
RESULTS
A million tweets and 3.6 million+ Facebook shares resulting in...