'Kolaveri Di overshadowed 3,' Aishwarya Rajinikanth reveals viral song did more harm than good to her career

Filmmaker Aishwarya Rajinikanth, while promoting her latest movie Lal Salaam , shed light on the unpredictable nature of viral phenomena in the entertainment industry. She reflected on how the global success of Why This Kolaveri Di? from her directorial debut movie, 3 (2012), did more harm to her career than good.

The flipside of viral success

Why This Kolaveri Di? may have become a sensation, but it brought unforeseen challenges to her directorial journey. In a recent discussion, Aishwarya revealed an unknown price she paid in her career as the song became bigger than the movie itself.

She noted that the success of Kolaveri Di took the spotlight away from her film 3. "Things happened because of some unforeseen forces. We can't even be prepared for such happenings. Kolaveri Di just happened in our lives. It added a lot of pressure on the movie (3)," she said.

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Aishwarya recalled that the popularity of the song massively undermined the film and the important subject that it talked about. She further explained that the film only received its due appreciation after being telecast on TV and the recent re-release .

Success of Why This Kolaveri Di? didn't benefit Aishwarya Rajinikanth's career

"I was trying to tell a different story with the film, but that song overshadowed the entire movie. It was a very difficult thing for me (to accept). That song definitely didn't help the movie. But, if it had helped some individual careers, then I am happy," she said.

Why This Kolaveri Di? became a global sensation in 2011 due to its catchy blend of Tamil and English lyrics and Dhanush's unique singing style. The song went viral on social media platforms, especially YouTube, amassing millions of views.

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It won't be wrong to say that the song put Dhanush on the global map as everyone around the world at the time seemed to be grooving to the tune, composed by Anirudh Ravichander.

3, starring Dhanush and Shruti Haasan, revolved around the hero suffering from bipolar disorder. The reputation of this romantic tragedy has gained recognition and appreciation over time.

3 is now streaming on Sun NXT and is also available on OTTplay Premium .