This song from the recently released film DevD is a hit and so is the movie. If the film offers a completely new storyline, the song's unusual lyrics has made it popular amongst many. The magic of the song has not only reached chartbusters but also made a place on various networking sites hogging as much cyber space as possible. So much so that the community groups named as Emotional Atyachar have attracted many net junkies all over the world, including Puneites. People have joined these groups for different reasons –there are some who have joined these groups just for fun and there are some who have actually gone through heartbreaks, like the protagonists of the three versions of the film Devdas.

“The Emotional Atyachar community and me is an apt combination. Given my numerous heartbreaks. I have actually lost the count as in- how many times have girls broken my heart. Though I am hopeful that this won't happen the next time I fall in love, I am tired of this Emotional Atyachar that guys are subjected to and that is the reason I have joined this community," says Safdar Ali, media professional.

Also there are members who are trying to fight depression caused by other elements. These groups may not help you to ride out of the heartbreak or any other emotional atyachar successfully but you are sure to meet many sailing on the same boat.

Uday Pawar, assistant engineer at Telcon found the name of the group very cool and hence joined it on one of the networking sites, with an intention of making some new online friends. But to his dismay, whoever he chatted with, in his words was a Devdas/ Devdasi. "While chatting with some of them I learned that they had recently come out of a broken relationship and were looking out for someone with whom they could share their grief. Although I could empathise with them but it was very depressing chatting with such people for a long time," says he

Initially impressed by the song and the unusual lyrics, Lawrence Manuel Bansode, joined the community group for the fun sake. A subject matter expert at Mphasis, he says, "I was bowled over by the promos of the movie and I found this particular song very funny and catchy. While surfing on Orkut, I came across this group and I instantly joined it. Interestingly, I have made a lot of friends. I haven't met anyone personally till now but I plan to meet a few of them very soon."