Kolaveri Di - Official Case Study

INDIA’S BIGGEST EVER VIRAL HIT

#Kolaveri Story (meaning: Deadly Story)
Discovered the leaked version of the kolaveri song when it had less than 20 views on youtube…even before Sony Music acquired the rights.
First challenge : The song has already been leaked, now what can be done?
Identified the universal connect this song has because
- It ’s an Indian (Tamilians) take on English.
A song that everyone-who has failed in love can relate to…almost everyone, at least once 
Lyrics that even a non singer can grasp…something raw…something an average Joe would come up with after a few drinks…something amateurish.
First step : Wanted a video which captured the same rawness, casual feel of the song and what better way than to make a candid- behind the scenes or ‘making of the song’ video.
Calculated move :
-Adding sub titles so that even non-Tamil speaking people can also pick up the accent and sing along.
Adding a subscribers number for Caller back tone.
Click in Slideshow mode to watch video on YouTube

The video was put up on you tube as a Chinna Surprise(Small Surprise), when most of India was sleeping, on November 17 th at 12:53 am. And also seeded the link on FB and Twitter.
The hook in the song was the phrase “Why this kolaveri di”. This is a commonly used phrase in TN. But the idea was to get the non Tamil speaking jantha also to use it.
So a hashtag was created #whythiskolaveridi and to make sure people understood how and when this phrase is used some tweets were put out
Example-SRK I will buy tickets for the entire show of RAONE stop promotions. Why SRK #Whythiskolaveridi
Sachin #whythiskolaveridi ,score your 100 th 100 soon!
People caught the hook, raised this question to their friends, wives, bosses even to the politicians in their tweets and attached the link along. People started viewing the video to see what its got to do with the subject of the tweet. The views kept increasing and the sharing rage began not just on twitter but also FB.

#Whythiskolaveridi started trending in Mumbai followed by Chennai and Bangalore.
Now people have heard, liked and shared the song but what next???
A fun impromptu video was created using the webcam. A bunch of us singing the song, goofing around, having fun.
That was the initiator for people to start making their own versions of the song. Some sang and danced while some wrote their own lyrics.
Djs started doing their own remix. The song was also adapted to the Sharad Pawar slapping incident.
Apart from tweeting through the Brand ’s handle (@south_sonymusic), we reached out to personal networks and influencers. Networks not just within the country but all around the world

By now tweeple moved on from raising the question “why this kolaveri di” to talking just about the song Kolaveri… No surprise that #kolaveri was trending in India for more than 3 days.
Twitter Trends also caught the eye of some of the big guns on twitter like the Big B, Salman Rushdie, Anand Mahindra and many more. Which got even more traction that kept the number of views on youtube ticking.
What really worked for it in the end was a combination of online seeding, mainstream PR, influencer engagement and at the core of it all, a song everyone could identify with shot in a non-posed, non-cinema way.

Impact-u

THE SEEDING

FUNNY TWEETS HELPED SPREAD THE WORD

EVERY CELEBRITY PICKED UP THE TWEETS

SOME TWITTER STATS

FACEBOOK SHARES

Click in slideshow mode to watch the video

Massive Search Trend Typing ‘Why’ on You Tube throws up Kolaveri Di

UNPRECEDENTED FREE MEDIA COVERAGE

TREMENDOUS MEDIA VALUE

Hi Jack jackintheboxww [email_address]

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Kolaveri Di - Official Case Study

by Jack In The Box Worldwide on Dec 20, 2011

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