case_study1.pptx

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