Iim Case Study On Kolaveri Di


Last week, I was facebooking. I saw one question being dropped on many profiles.  “Why this is Kolaveri Di?’ I really didn’t get.  Who is it Kolaveri? The video seemed to be Tamil. After couple of day, I saw many girls in my FB list ‘liked’ that song. Few friends have downloaded song on their cell. From couple of days, Sujit is playing this song while driving in a car.  Children in my colonies are shouting Kolaveri Kolaveri.  People are also humming this song from a week.

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.”

Now, below description will not be an exaggeration 🙂

Viral Description of Kolaveri :It is detected that, Kolaveri virus spreading through human souls irrespective of age, sex and language. Most of the victims are observed humming ‘Kolaveri.. Kolaveri.. Kolaveri.” In the mid night of 18 Nov, virus is injected though social media targeting all youth with no language barrier. Virus will remain active for around 40-50 days. It will flow in the Indian blood affecting their souls. General symptoms are indulgent and warm feeling kindled in the heart. Infected patients are humming ‘Kolaveri Kolaveri’ continuously. Kolaveri worm will be alive till the Movie “3” release expected in Jan,2012. Lofty and soft voice seems almost responsible for outnumbering victims around the country. Many intellectuals are researching how the virus marketing to suck the money through entertainment industry. Treason has been plotted to suck money through rich as well as poor communities. There is no need to worry. Kolavari virus will die after couple of weeks of movie release.

Do you want to know actual details how this viral song spread around? Want to know..? Keep reading on…

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.

Lyrics of this song track have words from Tamil (Madrasi) and English general slangs used in India. This 4:08 minute soundtrack and background score is composed by Anirudh Ravichander.

Invention of Kolaveri:

This funny lyric is composed by Anirudh Ravichandar. It is sung by Danush for his movie “3”, directed by his wife Aishwarya (daughter of RajaniKant). She added this song into a movie to show the heart break of a boy. She wanted to have one lofty and fresh song sung by a young boy who suffered break up and looks much depressed. Boy is asking the girl continuously, “Why are you angry? Why are you angry with me? “ Song is not an actual poem. Song is made up of dis continuous framed sentences in normal tamil slangs like Why, How, I, You, Like, Love.  Director said, Song is mainly for bath room singer.

Background Video:

Song video has Actor Danush singing this song in a studio and practicing as playback singer.  Co-Stars Shruti Hasaan and Aishwarya Ramchandran hear the song sitting behind him. Song composer Anirudh playing a piyano. Specially, Video includes actual creator of Kolaveri.

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’.

Watch this song below !

Kolaveri Lyrics:

I appended the lyrics herewith for Kolaveri fans.

yo boys i am singing song
soup song
flop song
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
rhythm correct
why this kolaveri kolaveri kolaveri di
maintain please
why this kolaveri..di
distance la moon-u moon-u
moon-u  color-u  white-u
white background night-u nigth-u
night-u color-u black-u
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
white skin-u girl-u girl-u
girl-u heart-u black-u
eyes-u eyes-u meet-u meet-u
my future dark
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
maama notes eduthuko
apdiye kaila snacks eduthuko
pa pa paan pa pa paan pa pa paa pa pa paan
sariya vaasi
super maama ready
ready 1 2 3 4
whaa wat a change over maama
ok maama now tune change-u
kaila glass
only english..
hand la glass
glass la scotch
eyes-u full-aa tear-u
empty life-u
girl-u come-u
life reverse gear-u
lovvu lovvu
oh my lovvu
you showed me bouv-u
cow-u cow-u holi cow-u
i want u hear now-u
god i m dying now-u
she is happy how-u
this song for soup boys-u
we dont have choice-u
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
why this kolaveri kolaveri kolaveri di
flop song—————

For More Information and Study:

  1. Eight Marketing lessons from Kolaveri
  2. Huffingtonpost Review
  3. What we can learn from Kolaveri ?
  4. Kolaveri on Wikipedia

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I am writing this article on day 2 of the’ #kolaveri’ trending on twitter! This is one of the smartest word of mouth marketing strategies adapted by movies I have seen by far after Paranormal Activity. In less than a week ‘Why this Kolaveri Di’ a popular song sung by Dhanush for his movie ‘3’ directed by his wife Aishwarya starring himself and Shruthi Hassan became sensational, conversational track on Twitter, Facebook, Traditional Media and beyond.  The statistics (As of 22nd November 2011, 6:00 PM) below shows its success:

  • The song has got about 56,65,817 views, more than 67,740 likes, around 27523 comments on YouTube (As of 26/11/2011, 11 AM)
  • The song is trending on Twitter in India from past 3 days with hash tag: #Kolaveri
  • The song was shared by 1 Crore, 97 Lakh 1 thousand 637 people on Facebook (as of 26/11/2011, 11:10 AM)
  • As per Youtube’s Trend Dash Board Kolaveri song is trending in the top 10 is US today and number 1 in India past five days.
  • This song was played in almost all the Radio Stations of Mumbai today.
  • This would be the first tamil song to be aired on MTV tomorrow (As said by the Music Director)
  • On November 22nd, 2011 on the basis of the last 1,000 tweets 8,36,069 impressions were generated, reaching an audience of 709,636 followers within the past 24 hours. Of the 1000 tweets 576 were original tweets, 302 were retweets and 122 were the @mentions.
  • On November 23rd, 2011 on the basis of the last 1000 tweets at 5:45 PM. 1,000 tweets generated 727,204 impressions, reaching an audience of 616,932 followers within the past 24 hours.
  • Some of the celebrities or popular channels who added value to the song promotion making  it to reach their thousands of followers: Amitabh Bacchan, Anand Mahindra, NDTV, Singer Shreya Ghoshal, Actor Vivek (Comedian), Madhavan, Trisha and more.

The song was released on 16th of November 2011 on hearing it first I felt this number would be a TamilNadu sensation but it went beyond what I predicted and is now becoming a national sensation by becoming a twitter trend for 2 consecutive days.

Reasons for National Sensation:

  • The song definitely is catchy and makes you addicted, especially the foot tapping beats that makes you shake your head (at-least).
  • The lyrics of the song is in English (mostly) sung in tamil style thus making this understandable worldwide,  glad they have added the subtitle bringing to it a karaoke approach.
  • The video of the song is very personalized depicting the recent national best actor award winner singing the song (showcasing his singing talents), his expressions and smile that shows soulful singing, presence of Shruti Hassan and Aishwarya at the studio that indicates involvement of the entire crew to make this song and lastly direction of Aniruddh a 21 year of young music director who has made this possible.
  • The sequence of shoot is wise, basically hero should have been depicted in a pub with a glass of whisky in hand (typical bollywood style), the choice of shooting it in a studio is wise and very personalized.
  • The movie marketing is well strategized with involvement of Social Media from day 1. The recording of the video at the studio with natural movements and expressions itself for the sake of promoting it on YouTube proves the efforts.
  • Its a smart choice to make the National Award Winner actor winner – Dhanush sing this song as his fan base is huge and I the initial spark on Social Media started from them.
  • The song is sensation in US, Australia, India and many other countries – love the way the movie is promoted, a song can speak more than a trailer and thanks to Social Media for making this possible.

I am sure the song has helped creating an identity of the music director, talented actor cum singer and the movie ‘3’.  Click here to view the song> Why this Kolaveri Di! 

SoravJain

Sorav spearheads echoVME, a self funded organization which aims at delivering world class Digital Media Marketing skills and expertise, and reached its zenith when it was recognized as ‘The Best Social Media Agency of 2013' by CMO Asia.

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