Why this Kolaveri Di: Maddening Phenomenon of Earworm

Abstract:     
I have been hearing same line again and again in my head all week. Not just any line, mind you, but new viral video song ‘Why this Kolaveri Di’. I am keep humming it over and over and over. Why this Kolaveri Di’ has become a classic example of viral marketing and IIMs are discussing it as inspiration for future marketing managers. And this linkage with viral marketing has been discussed much. On the other hand, this song is also a perfect example of 'Earworm' phenomenon. The present paper explains the concept of earworm and analyzes the Kolaveri Di song with this perspective.

Number of Pages in PDF File: 5

Keywords: earworm, catchy tune, kolaveri di

working papers series