Why this Kolaveri Di: Maddening Phenomenon of Earworm

5 Pages Posted: 8 Dec 2011

See all articles by Divya Singhal

Divya Singhal

Goa Institute of Management, Goa

Date Written: December 8, 2011


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.

Keywords: earworm, catchy tune, kolaveri di

Suggested Citation

Singhal, Divya, Why this Kolaveri Di: Maddening Phenomenon of Earworm (December 8, 2011). Available at SSRN: https://ssrn.com/abstract=1969781 or http://dx.doi.org/10.2139/ssrn.1969781

Divya Singhal (Contact Author)

Goa Institute of Management, Goa ( email )

Goa Institute of Management,
Goa, Goa 403006

HOME PAGE: http://www.gim.ac.in

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