In the world of Indian music and cinema, every now and then a track comes along that captures the hearts—and feet—of millions. Enter Kanimaa, the electrifying second single from the upcoming Tamil film Retro, composed by the ever-versatile Santhosh Narayanan. In just days, this song has exploded across platforms like YouTube Shorts, Instagram Reels, and TikTok, primarily due to one reason: a sari-clad hook step that everyone wants to try.
🎵 The Music That Set It Off
Composer Santhosh Narayanan, the mastermind behind "Kanimaa"
With its tribal beats, layered vocals, and cinematic energy, Kanimaa doesn’t just play—it commands. Lyricist Vivek infuses the song with poetic grace, while Santhosh Narayanan’s rich instrumentation makes it an earworm.
Released on March 21, 2025, Kanimaa immediately trended on YouTube and hit over 20 million views in under 72 hours.
💃 The Hook Step That Went Viral
Pooja Hegde mid-move in the now-famous "sari hook step"
In a 15-minute single-take dance sequence, actors Suriya and Pooja Hegde brought energy, elegance, and just the right dose of swagger. But it was Pooja’s hook step—set in a flowing red sari—that truly stole the spotlight.
This one move has sparked:
-
500k+ Reels in 4 days
-
Celebrity recreations (Karthi, Priya Varrier, and more)
-
Thousands of tutorial videos on YouTube
Hashtags like #KanimaaChallenge and #SariStep are now among the top trending tags across platforms.
📊 By the Numbers
| Platform | Views/Engagement (First 5 Days) |
|---|---|
| YouTube | 25M+ Views |
| Instagram Reels | 4.5M+ Reels with song |
| TikTok | 2M+ recreations |
| Spotify | #1 on Top Tamil Songs |
🌍 Cross-Language Power
T-Series released Kanimaa in three languages:
-
Tamil: Kanimaa
-
Telugu: Bujjamma
-
Hindi: Anarkali
This strategic move widened the song’s reach across linguistic barriers, enabling it to trend not just in South India but also in Mumbai, Delhi, and even in parts of Europe among diaspora fans.
🧠 What Made Kanimaa Go Viral?
✅ Repeatable choreography
✅ Visually striking costumes
✅ A-list celebrities with wide reach
✅ One-take cinematography
✅ Cross-platform release strategy
💬 Final Thoughts
“Kanimaa” isn't just a song—it’s a digital phenomenon. It’s proof that even in an age of AI-generated content, authentic expression, cultural roots, and community-driven virality still rule the internet.
Whether you're a fan of music, cinema, dance, or just great digital marketing, Kanimaa offers a masterclass in how to go viral—and stay there.
✨ Join the Trend
Got the moves? Post your version of the Kanimaa hook step with the hashtag #KanimaaChallenge and tag your favorite celebs—you might just go viral yourself.