1. Why this Kolaveri Di? 16 th Nov 2011 – 2 nd Dec 2011

5. ‘ Kolaveri di’ was first leaked on YouTube around 31 Oct 2011. Here are some of the fans and their earliest tweets on Kolaveri mania (31 Oct 2011) Fans intimate Dhanush and Anirudh, the composer on Twitter about the leaked version.

6. Many fans were tweeting even before the official music was released (Tweets captured on 7 Nov 2011)

9. Along with ‘Kolaveri di’ a lot of other videos also went viral. A ‘Kolaveri di’ punjabi version was named “Sharad Pawar slap song” which records about 9,64,289 views on YouTube as on 1 Dec 2011.

10. People of all ages seem to be discussing about the Kolaveri song on the online space. Gender demographics show a predominant male majority.

11. USA records the highest number of online mentions for Kolaveri mania. Mentions are in ‘00

12. Mentions split across the month for top countries 1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011 USA (2.09L) 43.8K 89.8K 75.2K France (35.7K) 7.4K 15.3K 12.8K UAE (20.4K) 4.2K 8.7K 7.3K Top communities who are discussing about ‘Kolaveri Di’ , identified Students between the ages of 18-30 studying abroad (USA and France) Latest trend seekers, active online browsers (young and middle aged –USA) NRIs in UAE Tamil movie fanatics (mostly men) – UAE and USA Demographics of communities identified: 64% men and 31%women (5% unknown)

13. It is interesting to observe that number of mentions for ‘Kolaveri di’ is predominant in North Indian cities.

14. Mentions split across the month for top cities 1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011 Delhi (37K) 8K 16K 13K Mumbai (37K) 7.6K 15K 13K Chennai (25K) 5.3K 11K 9.2K

15. Amul leverages ‘Kolaveri di’ song in its ad and got 31100 mentions. Around 71% of these mentions were positive and praised AMUL.

16. Kolaveri T-shirts in demand