Transcript
THE LESSON IN KOLAVERI DI’S SUCCESS
SHRUTI SHARMA
BIRTH OF ANOTHER SONG
CREATION OF A PHENOMENA
• Released on 16 November 2011
• Is a Tamil song from the 2012 film 3, written and sung by Dhanush, directed by his wife and composed by Anirudh Ravichander
• The song was officially released on 16 November 2011 and instantly became viral on social networking sites.
• ‘Kolaveri’ means ‘murderous rage’, that is sudden and tremendous anger against someone
• ‘Why this Kolaveri Di’ means ‘Why are you angry with me??’ which are the words of a boy whose love has been rejected by the girl whom he loves so much.
• Lyrics of the song track have words from Tamil and English general slangs used in India.
STORY BEHIND KOLAVERI
• Discovered the leaked version of the song when it had less than 20 views on YouTube even before Sony Music had acquired the rights.
• Wanted a video which captured the rawness and casual feel of the song
• Adding a subtitle so that even the non-Tamilians can pick up the accent of the song and sing along
THE VIRUS CALLED KOLAVERI• Song was officially released on 16 November 2011 and instantly became
viral on social networking sites.
• Within first week of its release it received 1.3 million views on Youtube and more than 1 million shares on Facebook.
• On 30 November, song crossed 10 crore hits on Youtube.
• YouTube honoured the video with a "Recently Most Popular" Gold Medal award and "Trending" silver medal award for receiving a large number of hits in a short time
KOLAVERI DYMYSTIFIED
WHY KOLAVERI DI BECAME POPULAR ?
MUSIC AND LYRICS PLAYED
A VITAL ROLE
Tune
Lyrics
Use of Tanglish language
Creating curiosity
Humour
PRESENTATION OF THE SONG
No choreography
Presence of star cast
THEME
Related to common people
DIFFERENT VERSIONS OF
THE SONG
Parodies helped
increase the
viewership
CELEBRITY ENDORSEMENT
Positive response
by celebrities
ROLE OF SOCIAL MEDIA
'Likes' encouraged everyone to watch the
song
'Shares' encouraged everyone to watch the
song
'Comments' encouraged everyone to watch the
song
'Twitting' encouraged everyone to watch the
song
ROLE OF TRADITIONAL MEDIA• Highlighting facts and
figures of the song created awareness.
• Frequent awareness of the song in FM and television helped to create awareness.
SOURCE: muwebfluenz.com
A LESSON FOR MARKETERS
KOLAVERI- A PERFECT EXAMPLE OF VIRAL MARKETING
• Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
• Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands and millions.
Viral marketing may take the form of
Video clips Interactive flash games Advergames Ebooks Images Text messages
KOLAVERI- THE ANTHEM FOR FUTURE MANAGERS
• The renowned IIMs are studying Kolaveri as an example of successful viral marketing.
• Kolaveri worked due to a combination of online seeding, mainstream PR, influencer engagement and at the core a song everyone could identify with shot in a non-posed non cinema way
The lessons : A viral concept can just be a simple idea captured right
A good viral spreads by itself and is highly contagious
Promoting need not always involve huge budgets
Need a great product. No amount of marketing can save a product without content
There should be emotional appeal and touch the hearts.
The idea should be one that connects.
Use of all media channels specially online media.
CONCLUSION• Social media marketing strategy should be defined properly.
• Content is an important factor.
• Luck matters. In business some of the well crafted strategies may result in gigantic failures and equally, some may be unexpected successes.
THANK YOU
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