Director Aishwarya Rajinikanth’s Revelations on the Price of ‘Kolaveri Di’ Viral Triumph

During the promotions of Director Aishwarya Rajinikanth’s latest film, “Lal Salaam,” she shared that viral trends in showbiz come with very unpredictable outcomes. She recalled that the whirlwind that “Why This Kolaveri Di?” from her debut film “3” (2012) kicked up had, in her own words, brought more challenges than benefits.

The song, with all its glory, actually initiated a hitherto unplanned cycle of hostility, diverting everything away from the film and towards other fronts, as Aishwarya confides. Even if she tried to redeem the focus with “3,” the great number of hits on “Kolaveri Di” impacted the core and the very concept of the movie.

Aishwarya, on reflection, admitted to it having been a kind of maddening dominance, at first tough to accept. However, according to her, at a certain point, she took solace in the huge positive impact it brought to individual careers. And Dhanush, rising to international fame with millions of viewers tuning in from all over the world to catch the interesting mix of Tamil and English lyrics, with the superhit song.

Thematically, “3” put its emphasis on themes of love and mental health as it starred Dhanush and Shruti Haasan, having gained acclaim with time. While “Kolaveri Di” had the spotlight, it eventually got recognition, especially after re-releases and TV plays. 

Composed by Anirudh Ravichander, the song unexpectedly thrust Dhanush into the limelight, turning around his celebrity status abroad to a very prominent international level.