The Song..u• Track is from a Tamil movie “3” sung by Rajnikanth’s son in

law Dhanush and composed by Anirudh.

• Why this Kolaveri di - ‘ why this murderous rage girl?’

• Official video uploaded on 16 November on after a rough version of song was leaked.

• First Tamil song to be premiered on MTV India.

• Within first week of release, it received 1.3 million views on YouTube, more than 1 million shares on face book.

• On 30th November, Song crossed 10 crore hits on YouTube.

Facts…u & Figures..u

Kolaveri in news..u• International Time Magazine,

Huffington Post and BBC

published reports of the song

• Covered by National dailies and

News channels

• Aired on CNN in US

• Dhanush invited for a dinner hosted by

PM for his Japanese counterpart

on 28 Dec, 2011

•

Why so popular..u• Simplicity…Simple English words…(Tanglish)Trendy Youth

Lingo…+Subtitle’s as such…making it easier for people to sing along with it.

• Emotional Connect… It’s a song by a young guy with a broken heart…Very common & Universal feeling.

• Superb Beats…The beats were simple yet nerve wrecking…Enabling everyone to enjoy regardless of the language.

• It’s everywhere Making it unavoidable:. The popularity was instantaneous that it created curiosity for every citizen to hear it…

• Addictiveness: majority felt that, at first instance, it was not catchy… But then, they felt addictive….

Under Promise, Over deliver- Calling it a ‘Flop Song’ reduces

one’s expectations

If you are good, the campaign works

And if you are not, no amount of marketing can help you.

When many like, others follow.

• You need to wait till your campaign reaches the tipping point. Even overnight success takes decades to happen

Powerful campaigns can traverse all boundaries.

• 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.

• Tamil movie fanatics (mostly male) and non-resident Indians drove most of the traffic in the US and the Gulf.

Social media success can make other media talk about

• First some cover you, then others join in, and finally rest wonder why they haven’t talked about you so far.

Be certain about online media uncertanity.

They would have not known when recording the song as to how successful will it eventually become.

Simplicity works- KISS

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.

Kolaveri Fever..u 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.

1.The Female version of kolaveri2. Kid version by Sonu Nigam’s son Neewan it’s really a cute version of kolaveri3. Gujarati version of kolaveri4. English R&B version of Kolaveri.5. Heavy death Metal Version of kolaveri6. Drum & Bass version of kolaveri7. Fast chipmunk version of kolaveri8. Pune Tamil Version Nakkeeran of kolaveri9. DJ Remix of kolaveri10. Kolhapuri mix (Marathi version) of kolaveri

Continued…

Marketing tactics..u

• Calling it a ‘Soup Song’. Soup is a Tamil word used for guys who go through failure in love.”

• Aggressive promotion through facebook, twitter and youtube.

• Self-consciously rough-cut music video showcasing real time studio set up

Success story..u

• Kolaveri, has become a brand in itself, also helping other brands in the promotion process!

• High recall value• Brand building exercise for movie• Very cost effective• The new youth anthem

Downside..u

• Motives unclear :To promote song or movie?

• Bigger success than the movie• No supporting campaigns for movie riding

on the success

Thank…u