Why this kolaveri kolaveri di song has become a mass hit among the masses in India.The success of the song can be widely attributed to the effective marketing strategy the creators had charted out. Apart from making the video viral on YouTube and other social networking sites, they have ensured enough publicity about their upcoming movie in which the song will feature...
Viral Marketing of Kolaveri :
“Song is officially released on 18 November. Then it spread like a fire through social networking sites. Within first week of release, it received 1.3 million views on YouTube, more than 1 million shares on face book. This is the first Tamil song to be premiered on MTV India. On 30th November, Song has crossed 10 crore hits on YouTube. International Time Magazine, Huffington Post and BBC has published report of this song.”
What is this Kolaveri Kolaveri?
Kolaveri means “murderous rage” i.e. ‘sudden and tremendous anger against someone’
“Why this Kolaveri Kolaveri Di” It means “Why are you so angry with me??” These are words of a boy whose love has been rejected by the girl whom he loves so much and from the heart.
What makes this song so popular? It happens to be because the song connects with the youth of the country. The song is about a guy who has been dumped by his girlfriend. The theme is interesting and so are the lyrics.The lyrics are written such that the words used are particularly irrational.moreover the words and the slang with which the song has been sung is too typical for the tamilians. Those who have had any encounter with any Tamil friends will understand this. The slang used by them in speaking English is too different from others. That is what make this song unique.
The song indeed has a good music too. It has been composed by a relative new comer anirudh.The song is sung by Tamil actor dhanush.The movie in which the song will feature in is called 3 and is produced by aishwarya. There is a common factor that connects these 3 persons and that is the legend rajnikanth himself. Anirudh happens to be his nephew, dhanush is his son-in-law and aishwarya is his daughter.
Kolaveri for Future Managers:
As per the ET, The soup song has turned an anthem for the future managers in the country. All IIMs has accepted this song as the best examples of viral marketing. Indian Institute of Management, Ahmedabad (IIMA) has included this song in the subject “Contemporary Film Industry: a business perspective” IIMA faculty Bharathan Kandaswamy has said, “I will discuss Kolaveri Di as part of a session on social media and online tools when my class starts in December. Kolaveri Di is a perfect case of viral marketing, which has created a huge difference in the world of publicity.”
Professors of IIMs-Bangalore, Rohtak and Lucknow-have played the song in class and discussed its Marketing strategy. The institutes have also made videos of the entire class singing to Kolaveri Di and posted them on networking sites. Ramya, a student at IIMB student posted on her Facebook wall, “Kolaveri has been screened in many classes in IIM Bangalore. The professor sits along with the students and enjoys…Real Rage.“
Rajeev Kumra, faculty of marketing, at IIM Lucknow, says, “Companies have to be serious about viral marketing now, which is an upcoming area in marketing. We were discussing in class how the beautiful strategy used by Kolaveri Di can be used by company to leverage their marketing activities. The video of Kolaveri Di is watched with rapt attention and got transmitted like virus.” Sajal Kumar, a first year post-graduate programme student at IIM Kozhikode, has done a case study on the song, calling it Project Kolaveri.
Kolaveri and Youth Energy:
As I said first, the song has created much craze among children and youngsters. Song is blowing over the lips of all college girls and boys in these days. It is not only the case that ‘Boys are using this song to please their girl friends. This is song is used to fight against all ‘unfair’ activities. I have also overheard that song is being manipulated to tease the Agricultural minister Sharad Pawar, who is being slapped to express anger against the inflation and rising food prices. Local political campaigns are edged with Kolaveri. Amithab Bachchan also appreciated this song over his blog. By Exceptional case, Javed Akhtar has told, “There is no creativity in this art. The culture is being madly following the undesirable quality.’
Kolaveri: Example of Viral Marketing:
(a) Magic of Kolaveri lyrics: “White skin-u girl-u girl-u, girl-u heart-u black-u.” It is the reason for this song being hold in lips of all indian youth. Even child can hum this song with no efforts to know what exactly it is.
(b) Video footage: Video song has shown “Making of Kolaveri Di” i.e. how this song is made by the Kolaveri team. It shows Danush practising the coup song. Aishwarya, Shruti Hassan are sitting along to listen the song with him. Actual movie video would be obvious different from what is broadcasted.
(c) Refreshing Sound: Kolaveri fans tell that sound and music is refreshing and pleasant. It is composed by 21 year old young Anirudh Ravichander. Boys would love to sing this in front of their girlfriends or in the group.
(d) Common phenomenon: Director of “3″ wanted to have a common and easy song for batchroom singers and it is Kolaveri. So,the song doesn’t restrict any group or community or age. Female version of Kolaveri has also been shared on internet. After couple of days after release, different language version are made and are shared over the internet.
(e) Use of All social networks: Twitter trend records are out broke when this song shared on FB and Youtube. RJs from Chennai Radio stations has reported that more than 90 % listened has requested for this song in last week.
(d) Production by Celebrity: Song sung by Dhanush, who is son-in-law of RajaniKant. The movie “3” is directed by RajaniKant’s daughter Aishwarya RanajiKant.
Shruti Hassan is co-star actress with Dhanush in the “3”. She is daughter of Kamal Hassan and long time classical denser and famous Tamil actress. Apart from this , Song is quickly appreciated by Big B Amitabh Bachchan. He has blogged out with ‘mind blowing’.
Things need to be learned :-
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