Entammede Jimikki Kammal (“My Mother’s Earring”) is the toast of the internet. This song from Velipadinte Pusthakam, Mohanlal’s up and coming film directed by Lal Jose, is sung by Renjith Unni.
To market the film (does a Mohanlal film even need it?), the makers of the movie created the #JimikkiKammalChallenge, asking viewers to upload their own dance videos, choreographed to the song. And, no surprises there, social media is flooded with videos of amateur dancers grooving to Jimikki Kammal.
The students and faculty of Indian School of Commerce put up a video (above) with the women dressed in elaborate white Kerala sarees, complete with their jimikkis (traditional earrings). The video already has more than 4 million views on YouTube. When a fan shared it with American TV host Jimmy Kimmel, presumably because of the phonetic resemblance), Kimmel promptly reposted it, adding that he loved the song.
Watch some other videos of the #JimikkiKammalChallenge below: