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Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
Kolaveri di dec 2011 revised
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Kolaveri di dec 2011 revised

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Kolaveri Di’, the hip ‘Tanglish’ soundtrack of the yet to be released Tamil movie 3 starring Dhanush, has found success beyond expectations on the social networking space. The buzz started on Nov 1st, …

Kolaveri Di’, the hip ‘Tanglish’ soundtrack of the yet to be released Tamil movie 3 starring Dhanush, has found success beyond expectations on the social networking space. The buzz started on Nov 1st, nearly a fortnight before the official release of the song and the publicity was global. Kolaveri marked a new trend in the online industry, receiving nearly 15 million views on YouTube, being the first ever Indian video to receive that many hits. With social media being positioned as a mainstream marketing tool, the makers of the song too benefited in terms of publicity and revenue. Our research on ‘How Kolaveri went viral’ was featured on Livemint

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  • 1. This document is proprietary and confidential. Reproduction prohibited.Why this Kolaveri Di?16th Nov 2011 – 2nd Dec 2011 Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 2. This document is proprietary and confidential. Reproduction prohibited. Report Overview• This report is to understand the virality of ‘Kolaveri Di’ song on the Internet space• Keywords tracked: – „Kolaveri‟ , „Kolaveri Di‟• Time period: – 16 Nov 2011 – 1 Dec 2011• Our research comprises of mentions from: – Social Media: Facebook, Orkut, Google+, Discussion forums and other consumer forums – Twitter – Blogs: Personal blogs, Company blogs, Industry blogs and Classifieds blogs – Video: YouTube, metacafe, vimeo, Dailymotion and other top video sites Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 3. This document is proprietary and confidential. Reproduction prohibited.• Around 7 Lakh mentions captured in just 15 days• Facebook accounts for nearly 80% of social media mentions for „Kolaveri Di‟ , followed by Twitter and YouTube Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 4. This document is proprietary and confidential. Reproduction prohibited. Total number of mentions = 6,94,169 Peak of mentions Microblogs Blogs Social media Videos 140000 1.2 Lakh 1.1 Lakh 120000 100000 80000 60000 40000 20000 0 16th Nov - 20th Nov 21st Nov - 25th Nov 26th Nov - 30th Nov• On Nov 25 2011, nearly 138 blogs mentioned about Kolaveri song and its success• On Twitter, “Kolaveri Di” recorded 179 tweets on the day the video was released officially by SonymusicIndia. (16 Nov 2011). The rate of tweets for Kolaveri increased by nearly 200% everyday after that and recorded a highest of 14,907 tweets on 24 Nov 2011. Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 5. This document is proprietary and confidential. Reproduction prohibited.„Kolaveri di‟ was first leaked on YouTube around 31 Oct 2011. Here aresome of the fans and their earliest tweets on Kolaveri mania (31 Oct 2011) Fans intimate Dhanush and Anirudh, the composer on Twitter about the leaked version. Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 6. This document is proprietary and confidential. Reproduction prohibited.Many fans were tweeting even before the official music was released(Tweets captured on 7 Nov 2011) Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 7. This document is proprietary and confidential. Reproduction prohibited. Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 8. This document is proprietary and confidential. Reproduction prohibited. Top Discussions 1% 1% 12% 48% 38%Dhanush, the singer Kolaveri remixesMeaning of Kolaveri Song composed in 20 minutes !Rajnikanth and BigB - interactions on Kolaveri Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 9. This document is proprietary and confidential. Reproduction prohibited.Along with „Kolaveri di‟ a lot of other videos also went viral. A „Kolaveridi‟ punjabi version was named “Sharad Pawar slap song” which recordsabout 9,64,289 views on YouTube as on 1 Dec 2011. 8% 1% 39% 25% 27% Female version of Kolaveri Sharad pawar slap song Club le mabbu Remix for Soup boyz Kolaveri dance by Japaneese Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 10. This document is proprietary and confidential. Reproduction prohibited.People of all ages seem to be discussing about the Kolaveri song onthe online space. Gender demographics show a predominant malemajority. Age Gender 10% 17% 31% 21% 25% 69% 27% 18 - 24 25 - 34 35 - 44 >45 Male Female Unknown Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 11. This document is proprietary and confidential. Reproduction prohibited.USA records the highest number of online mentions for Kolaveri mania.Singapore Malaysia Japan Australia UAE France India USA 0 500 1000 1500 2000 2500 Contact : Vinita Ananth Mentions are in ‘00 US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 12. This document is proprietary and confidential. Reproduction prohibited. Mentions split across the month for top countries 1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011 USA (2.09L) 43.8K 89.8K 75.2K France (35.7K) 7.4K 15.3K 12.8K UAE (20.4K) 4.2K 8.7K 7.3KTop communities who are discussing about ‘Kolaveri Di’ , identifiedStudents between the ages of 18-30 studying abroad (USA and France)Latest trend seekers, active online browsers (young and middle aged –USA)NRIs in UAETamil movie fanatics (mostly men) – UAE and USADemographics of communities identified: 64% men and 31%women (5%unknown) Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 13. This document is proprietary and confidential. Reproduction prohibited.It is interesting to observe that number of mentions for „Kolaveri di‟ ispredominant in North Indian cities. MentionsChandigarhAhmedabad Kolkata Hyderabad Chennai Bangalore Mumbai Delhi 0 5000 10000 15000 20000 25000 30000 35000 40000 Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 14. This document is proprietary and confidential. Reproduction prohibited. Mentions split across the month for top cities 1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011 Delhi (37K) 8K 16K 13KMumbai (37K) 7.6K 15K 13KChennai (25K) 5.3K 11K 9.2K Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 15. This document is proprietary and confidential. Reproduction prohibited.Amul leverages „Kolaveri di‟ song in its ad and got 31100 mentions.Around 71% of these mentions were positive and praised AMUL. Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook
  • 16. This document is proprietary and confidential. Reproduction prohibited.Kolaveri T-shirts in demand Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: vinita@socialhues.com Social Hues on Facebook

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