Why this kolaveri di


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

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Why this kolaveri di

  1. 2. The Song..u <ul><li>Track is from a Tamil movie “3” sung by Rajnikanth’s son in law Dhanush and composed by Anirudh. </li></ul><ul><li>Why this Kolaveri di - ‘ why this murderous rage girl?’ </li></ul><ul><li>Official video uploaded on 16 November on after a rough version of song was leaked. </li></ul><ul><li>First Tamil song to be premiered on MTV India. </li></ul>
  2. 3. <ul><li>Within first week of release, it received 1.3 million views on YouTube, more than 1 million shares on face book. </li></ul><ul><li>On 30th November, Song crossed 10 crore hits on YouTube . </li></ul>Facts…u & Figures..u
  3. 4. Kolaveri in news..u <ul><li>International Time Magazine, </li></ul><ul><li>Huffington Post and BBC </li></ul><ul><li>published reports of the song </li></ul><ul><li>Covered by National dailies and </li></ul><ul><li>News channels </li></ul><ul><li>Aired on CNN in US </li></ul><ul><li>Dhanush invited for a dinner hosted by </li></ul><ul><li>PM for his Japanese counterpart </li></ul><ul><li>on 28 Dec, 2011 </li></ul>
  4. 5. Why so popular..u <ul><li>Simplicity…Simple English words…(Tanglish)Trendy Youth Lingo…+Subtitle’s as such…making it easier for people to sing along with it. </li></ul><ul><li>Emotional Connect… It’s a song by a young guy with a broken heart…Very common & Universal feeling. </li></ul><ul><li>Superb Beats…The beats were simple yet nerve wrecking…Enabling everyone to enjoy regardless of the language. </li></ul><ul><li>It’s everywhere Making it unavoidable:. The popularity was instantaneous that it created curiosity for every citizen to hear it… </li></ul><ul><li>Addictiveness: majority felt that, at first instance, it was not catchy… But then, they felt addictive…. </li></ul>
  5. 6. Under Promise, Over deliver- Calling it a ‘Flop Song’ reduces one’s expectations
  6. 7. If you are good, the campaign works <ul><li>And if you are not, no amount of marketing can help you. </li></ul>
  7. 8. When many like, others follow. <ul><li>You need to wait till your campaign reaches the tipping point. Even overnight success takes decades to happen </li></ul>
  8. 9. Powerful campaigns can traverse all boundaries. <ul><li>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. </li></ul><ul><li>Tamil movie fanatics (mostly male) and non-resident Indians drove most of the traffic in the US and the Gulf. </li></ul>
  9. 10. Social media success can make other media talk about <ul><li>First some cover you, then others join in, and finally rest wonder why they haven’t talked about you so far. </li></ul>
  10. 11. Be certain about online media uncertanity. <ul><li>They would have not known when recording the song as to how successful will it eventually become. </li></ul>
  11. 12. Simplicity works- KISS <ul><li>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. </li></ul>
  12. 13. Kolaveri Fever..u <ul><li>Growing trend of businesses launching products first on social media – apart from  Kolaveri di , Katrina Kaif's  Chikni Chameli  item number from  Agneepath  launched first on YouTube. So did Gautham V. Menon's trailer of  Ek Diwana Tha . </li></ul><ul><li>1.The Female 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 chipmunk version of kolaveri 8. Pune Tamil Version Nakkeeran of kolaveri 9. DJ Remix of kolaveri 10. Kolhapuri mix (Marathi version) of kolaveri </li></ul>
  13. 14. Continued…
  14. 15. Marketing tactics..u <ul><li>Calling it a ‘Soup Song’. Soup is a Tamil word used for guys who go through failure in love.” </li></ul><ul><li>Aggressive promotion through facebook, twitter and youtube. </li></ul><ul><li>Self-consciously rough-cut music video showcasing real time studio set up </li></ul>
  15. 16. Success story..u <ul><li>Kolaveri, has become a brand in itself, also helping other brands in the promotion process! </li></ul><ul><li>High recall value </li></ul><ul><li>Brand building exercise for movie </li></ul><ul><li>Very cost effective </li></ul><ul><li>The new youth anthem </li></ul>
  16. 17. Downside..u <ul><li>Motives unclear :To promote song or movie? </li></ul><ul><li>Bigger success than the movie </li></ul><ul><li>No supporting campaigns for movie riding on the success </li></ul>
  17. 18. <ul><li>Thank…u </li></ul>