Bhubaneswar, March 28: ' Kana kala se' quipped college-goer Abinash as Rohit Sharma hit a sixer in India's World Cup quarter-final match against Bangladesh. He was watching the match on the TV of the college hostel in the city.

At a village in Jajpur, the crowd erupted into claps, whistles and laughter as the villain sneers ' kana kala se' when the heroine slapped him for lewd remarks.

On Facebook, 24-year-old engineer Swadhin's post from Belgium of enjoying a pakhala meal received at least a dozen 'kana kala se' from his Odia friends across the globe.

' Kana kala se', the phrase has been doing the rounds for some six months now. This Odia phrase, meaning, 'what has he/she done!' has gone viral among all age groups. From the gossip groups or khatti, restaurants, train passengers to soaps and programmes on the regional television channels as well as on the jatra stages at villages, the line has become immensely popular among the Odia communities everywhere. Thanks to social networks, it has also gone global among Odias living in various parts of the world.

A distinguishing feature of the phrase is that it is said in a particular way, and this tone has to remain the same wherever or whenever used.

However, no one has a clear idea as to how this particular tone has developed.

Numerous groups go on claiming that they are the first to use the phrase. A prominent khatti of young photographers in the city, Dot Com, feels that the group members have used this remark first.

'Two of our friends were playing chess and when one of them made a clever move, someone remarked ' kana kala se' meaning 'what a move' in a funny way. Ever since, it has become a regular fun comment in our group's discussions,' said Sibananda, a member of the group.

The phrase, however, is widely believed to have first appeared in popular comedian Pappu Pom Pom's 2014 film Aame Ta Toka Sandha Marka's song Kou Badipada neigala mo nadia tela, in which music composer Abhijit Majumdar, known for his touch of local flavour and comedy, fitted in this remark on Pappu's request.

However, the sudden popularity of the phrase still remains a mystery.

From taunts to compliments to comments and when excited, such as watching India's victorious matches in the current World Cup, the phrase, along with its unique tone, has crept in everywhere.

'A couple of months ago, my friends wrote ' kana kala se' when I posted a picture with my new bike. That is how I first came to know about it. Soon after that, I started hearing it everywhere in Bhubaneswar among the youths as well as the middle-aged men chatting at teashops. It is harmless, funny and very Odia, and we love it,' said Suvendu Bal, a college student.

There are over 10 communities with the title 'Kana kala se' on Facebook, and a new music album has also been recently launched by the same name.