MARKETING STRATEGY IN VIRALSUCCESS OF “WHY THIS KOLAVERI DI” PRESENTED BY:- RASHI AGARWAL AND NISHA SEHRAWAT
About why this kolaveridi……...... This song was launched on 17 november 2011 at Midnight . Music Composer – Anirudh Singer – Dhanush Co-Actor – Shruti Hasan Director – Aishwarya Sound Engineer – Sivakumar
Popularity of kolaveri di…. a) It was loaded on Youtube, within 5 days of its release, it got over 2 million views on yuotube n more than 1 million shares on face book. b) The song is so popular that you just have to key in “why” in websites and the very first dropdown option will be „Why This Kolaveri…‟ c) The soup song has turned an anthem for the future managers in the country. d) dhanush had called by iim ahmedabad to spaeak on dis song. e) congress is decided to sing kolaverdi for up elections.
Meaning of “why this kolaveri di?” (a) “Why this Kolaveri Kolaveri Di” It means - “Why are you killing me?” (b) The song refer to boys who failed in love. (c) The “Soup Song” mentioned in the song refer to “Love failure Song”. (d) The rest of the words are in English and can be easily understood.
Challenges for the Marketer……. Calling it a “Flop song “ reduces one‟s expectations. Online is not about babies and beauties . There is a 90% chances that you did not here this song first on T.V (there rest 10% didn‟t have an internet connection) The song is in Tamil not in english or hindi. The song is sung by Dhanush who is not so much popular earlier.
Cont……• #Kolaveri Story (meaning: Deadly Story) Discovered the leaked version of the kolaveri song when it had less than 20 views on youtube.• The song has already been leaked, now what can be done?
Marketing strategy for this sucess• It „s an indian (tamilian)take on English.• In starting #why this kolaveri di is uploaded to make sure that people understood how and when this phrase is used.• It is about the feeling of a boy who has failed in love that can be realated to almost......everyone at least once.• Lyrics that even a non singer can grasp,very simple and catchy.• It has got so much success due to its simple lyrics and catchy tune that people want to listen to it again and again.
Marketing strategy for this success• Adding subtitles so that even a non-tamil speaking people can also pick up the accent and sing along.• Adding a subscribers number for caller back tone.• The song is sung for the bathroom singers by keeping in mind the interest of public.
Big opportunities to dhunush…… as a singer• Congress party planning to use the song extensively for its campaigns.• Dhanush has been asked to address the students at IIM Ahmedabad to discuss the success mantra behind the song.• Marico the company of hair oil market in the country, will use Dhanush to promote Parachute advanced cooling oil.
Cont……• „Kolaveri Di‟ Hero Dhanush to be Special Guest at „Star Ya Rockstar‟• Abhishek Bachchan might be in love with Dhanushs song Kolaveri Di, Dhanush wanted Abhishek to sing the Hindi version of the song.