This document discusses the components of virality based on research of 60 viral campaigns in India. It identifies four key components: 1) A cause that connects with millions of people, 2) Innovative exploitation of hidden equity, 3) Coverage from bloggers and influencers, and 4) Leveraging an influencer network to initiate sharing. It provides examples for each component. While these four are identified as important, it notes there may be additional unidentified components as well that contribute to a content going viral.

1. Virality Decoded!
By Gaurav Madaan

2. Virality
“The tendency of an image, video, or piece of
information to be circulated rapidly and widely from
one Internet user to another; the quality or fact of
being viral”
@gauravmadaan04

3. Components
Virality has many strings attached, some identified, some still a mystery
Identified components: -
• A cause concerning millions (Not always)
• Innovative exploitation of Hidden Equity (Not always)
• PR in form of Bloggers coverage (always)
• Influencers Network (always) - Evangelists
Unidentified Components: -
• Say X1, X2 etc.
@gauravmadaan04

4. “This piece of content is developed after a research
of 60 viral campaigns (predominantly Indian
campaigns in Social Space)”
@gauravmadaan04

5. Identified Component - 1
A cause connecting millions
Normally this is a form of mass marketing, for any
campaign to be successful it has to target masses. A
cause that is recognisable by a million people at
least.
An example of this could be campaign called
#LikeAGirl done by the brand always under P&G
@gauravmadaan04

6. Few other campaigns based on same concept are: -
Dove - What women think? Breaking Stereotypes
#LastSelfie - Snapchat
UnMuteMute
@gauravmadaan04
By Ram !
Subramanian
&

7. Identified Component - 2
Innovative exploitation of Hidden Equity
Let’s stay in this space and understand equity first
Equity is the expertise earned by an individual, thing,
or an act over a period of time. It should have a
following, it should be renowned.
“If one keeps doing the same thing over and over
again, that thing becomes associated with that
person”
@gauravmadaan04

8. Some examples of Earned Equity are: -
Sachin Tendulkar!
for Cricket CID - Thriller Series Corporate Culture
Indian Superhero!
Rajnikanth Manmohan Singh!
#BeingQuite
Sanskari Babuji
@gauravmadaan04

9. “Equity does not have to be for an individual always,
it could be for anyone, anything, a culture, a tradition,
BigFatIndianWeddings are another example”
@gauravmadaan04

10. Identified Component - 2
Innovative exploitation of Hidden Equity
Let’s get back to decode this component!
Elements: -
• Innovative - Self Explanatory
• Exploitation - Self Explanatory
• Hidden Equity
@gauravmadaan04

11. Hidden Equity
By Hidden Equity i mean Equity which has not been
exploited
Now you will be able to decode the reason why Alok
Nath is a hit, why Manmohan Singh is a hit, why
Rajnikanth is a hit!
@gauravmadaan04

12. Few campaigns based on hidden equity are: -
Indian Mario by AIB Aadha 24 by TVF
Caller NainaA tribute to Indian Ads
@gauravmadaan04

13. India is a country where 50% of the population is under 30
years of age, hence topics like sex, entertainment, bakchodi
etc. is widely accepted and shared!
@gauravmadaan04

14. Viral Mantra - Find the
hidden equity and use it for
your brand
@gauravmadaan04

15. PR in form of bloggers coverage
• With almost more than 200 million users over
internet, India is a content consuming economy
• PR becomes an important part in success of any
campaign
• Google would continue to dominate Indian minds
for another 2 years (i mean SEO)
Identified Component - 3
@gauravmadaan04

16. Influencers Network
• You need a network to initiate virality, for example
a fan page like The Logical Indian with more than
a million likes could be your evangelist
• A person like Mahesh Srivats on twitter can be an
evangelists for your brand
• It’s all about earning your equity using other’s
equity
Identified Component - 4
@gauravmadaan04

17. • X1, X2 remains unidentified - I am still continuing my
R&D for decoding the campaigns or successes like
KOLAVERI DI
• We just don’t know why it happened?
• This simply means there are other components
attached
But the basic layout is ready for you to use, make sure
you have these ingredients when you think of virality!
UnIdentified Components
@gauravmadaan04

18. @gauravmadaan04
Digital Entrepreneur,
Consultant, Marketer
WRITE TO ME
@gaurav@geekotech.com or call @
+917838489791 to avail my services!
Good Luck for your Campaign! Hope i
added some value.
Let me know if i missed something, feedback is an
essential ingredient to human growth!