by NR INDRAN / INT

Mumbai : The song that has become an anthem for the nation won accolades across 2 prestigious award functions- the Goa Fest and IDMA 2012. At the Goa fest Kolaveri Di was awarded 1 gold and 1 silver while at the IDMA the song won 3 Gold awards across 3 categories namely Best Use of Videos – Social Media, Best Use of Social Networks – Language and Films/ TV Shows/ News Shows/ Events.

The Awards are a key milestone in Sony Music’s journey for path-breaking, innovative and one of its kind viral marketing concept. The simplicity and originality of the melody, lyrics and real to life video has attracted people world over to the song.  The video was uploaded by Sony Music’s Digital Team along with Jack in the box on its YouTube channel on November 16th 2011 and since then it has become one of the most popular videos in the world. Sung by the actor and lyricist of the song Dhanush, ‘Why This Kolaveri Di’ became genre bending with comical lyrics that added to its popularity. The biggest buzz creator, the ‘U’ phenomenon has become an addition to music lingo.

Sony Music along with their digital partners Jack in the Box were joyous on this victory and said, “Kolaveri Di has set a new example worldwide and we are extremely thrilled about these awards as this is just the beginning. We are sure the success of this song will definitely be written in golden words in the history of music industry. ”

The video shot by the Sony Music team, has a raw feel to it that any making-of or unplugged recording has, which allows the viewer to connect with it. The idea of creating a video, uploading on Sony Music’s YouTube channel, and from there promoting it to Sony Music’s fans on various social media channels, worked well for the music company.

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