Why this kolaveri di

Why this Kolaveri di...??? standing ovation to incidental viral marketing...

2. The Song..u
•Track is from a Tam il m ovie “3” sung by Rajnikanth’s son in law
Dhanush and com posed by Anirudh.
•Why this Kolaveri di - ‘ why this m urderous rage girl?’
•Official video uploaded on 16 Novem ber on after a rough
version of song was leaked.
•First Tam il song to be prem iered on MTV India.

3. •Within first week of release, it received 1.3 m illion views on
YouTube, m ore than 1 m illion shares on face book.
•On 30th Novem ber, Song crossed 10 crore hits on YouTube.
Facts…u & Figures..u

4. Kolaveri in news..u
•International Tim e Magazine,
Huffington Post and BBC
published reports of the song
•Covered by National dailies and
News channels
•Aired on CNN in US
•Dhanush invited for a dinner hosted by
PM for his Japanese counterpart
on 28 Dec, 2011
•

5. Why so popular..u
•Sim plicity…Sim ple English words…(Tanglish)Trendy Youth Lingo…
+Subtitle’s as such…m aking it easier for people to sing along with it.
•Em otional Connect… It’s a song by a young guy with a broken
heart…Very com m on & Universal feeling.
•Superb Beats…The beats were sim ple yet nerve wrecking…Enabling
everyone to enjoy regardless of the language.
•It’s everywhere Making it unavoidable:. The popularity was
instantaneous that it created curiosity for every citizen to hear it…
•Addictiveness: m ajority felt that, at first instance, it was not catchy…
But then, they felt addictive….

6. Under Promise, Over deliver-
Calling it a ‘Flop Song’ reduces
one’s expectations

7. If you are good, the campaign works
And if you are not, no
amount of marketing
can help you.

8. When many like, others follow.
•You need to wait till your campaign reaches the
tipping point. Even overnight success takes
decades to happen

9. Powerful campaigns can traverse
all boundaries.
•Between 1 and 10 November there were 43,800
mentions of Kolaveri in the US. 7,000 in France
and 4,000 from the UAE.
•Tamil movie fanatics (mostly male) and non-
resident Indians drove most of the traffic in the
US and the Gulf.

10. Social media success can make
other media talk about
•First some cover you, then others join in, and
finally rest wonder why they haven’t talked about
you so far.

11. Be certain about online media
uncertanity.
They would have not known when recording the
song as to how successful will it eventually
become.

12. Simplicity works- KISS
At the end, it’s a simple song that everybody can
relate to, that’s exactly why it works. People lives
are complex already, don’t over complicate
them.

13. Kolaveri Fever..u
Growing trend of businesses launching products first on social m edia –
apart from Kolaveri di, Katrina Kaif's Chikni Chameli item num ber
from Agneepath launched first on YouTube. So did Gautham V.
Menon's trailer of Ek Diwana Tha.
1.The Fem ale version of kolaveri
2. Kid version by Sonu Nigam ’s son Neewan it’s really a cute
version of kolaveri
3. Gujarati version of kolaveri
4. English R&B version of Kolaveri.
5. Heavy death Metal Version of kolaveri
6. Drum & Bass version of kolaveri
7. Fast chipm unk version of kolaveri
8. Pune Tam il Version Nakkeeran of kolaveri
9. DJ Rem ix of kolaveri
10. Kolhapuri m ix (Marathi version) of kolaveri

14. Continued…

15. Marketing tactics..u
•Calling it a ‘Soup Song’. Soup is a Tamil word
used for guys who go through failure in love.”
•Aggressive promotion through facebook, twitter
and youtube.
•Self-consciously rough-cut music video
showcasing real time studio set up

16. Success story..u
•Kolaveri, has become a brand in itself, also
helping other brands in the promotion process!
•High recall value
•Brand building exercise for movie
•Very cost effective
• The new youth anthem

17. Downside..u
•Motives unclear :To promote song or movie?
•Bigger success than the movie
•No supporting campaigns for movie riding on the
success

18. Thank…u