The event, which was hosted by VJ Siva Karthik and RJ Adhavan, was attended by over 2,500 students from colleges in and around Chennai, forming the majority of the invitees at the venue. In keeping with the ambience of a rock show, Percept Activ creatively gave the whole atmosphere a rustic look.

Set against the backdrop of LED walls, Dhanush, the lead actor of the movie and the ‘Kolaveri' star, took center stage for a live performance. The song ‘Why This Kolavari Di', which instantly became viral on social networking sites for its quirky Tanglish (Tamil-English) lyrics, rocked the audiences throughout the evening. This time, the audio launch of the movie ‘3' was innovatively done by choosing six lucky fans from the audience who came up on stage with the entire cast of the movie and launched the music.

Commenting on the launch, Sanjay Shukla, COO, Percept Activ said: "In the last three months, it's the second time we did a movie audio launch, following the music launch of ‘7aam' of Surya. We had very little time to create a befitting launch pad of the much hyped track Kolaveri Di. Not only did we manage the venue and the logistics, we comprehensively put together an effective buzz plan to ensure maximum participation within the short span. Experiential marketing is diversifying as an independent and possibly the most effective communication medium today. Whether it's a product or a film, given our bandwidth, at Percept Activ we ensure that we get the right message to the right set of target group at the right time."

Sameer Sethi, Business Head - South, Percept Sports & Entertainment said: "3 was a multi agency pitch, which was turned around by Percept within six days. We were instrumental with not only the ideation of the launch but also to set the logistics and venue in place."