Thursday, December 1, 2011

Why this kolavari kolavari kolavari di-Viral marketing

Why this kolavari kolavari kolavari di...... 

Marketers must by now be wondering how they can do a Kolaveri way of achievement - giving their products and services a massive push with minimal spending. 

Here is a little description about the song and its cast member, Tamil film actor Dhanush, while working hard on the sets of his upcoming movie “3”, wrote the inane lyrics of Kolaveri Di, about a boy asking his girl why she is angry. And also managed to get 2.3 million hits within few days of its release online and still counting. 

Reason 1
As per the online analytics Kolaveri is now the No. 1 trending word on face book and Twitter in India and also remains the most searched video on Youtube. Around 7 lakh people have shared it on Facebook already, free publicity for the movie before its release. 
At first look it is very hard to understand why this song has become so popular. Its lyrics start “’Yo boyz, I am singing song... Soup song... Flop song”. But there it all comes together in a rather charming way. 

Reason 2
Brent Coker, a marketing professor  (University of Melbourne) wrote about this in November. He says there are four elements that need to be in place for a branded movie to go viral: congruency, emotive strength, network-involvement ratio, and paired meme synergy. These four are the basis of the branded viral movie predictor (BVMP) algorithm. Yes it works here also. 

Reason 3
Videos which are congruent to our existing notion about the brand are met with approval. In the case of Kolaveri, Dhanush, who is known for his boy next door image in his films, has sung the song with innocence, along with his co-star shruti hasan, with no make up.the very simplicity works. 

Reason 4
Videos with strong emotional appeal tend to do better than others in countries like India. This was easier for Kolaveri: it tries to describe heartbreak, a very human experience. 

Reason 5
Videos which make more people relate to it work better. In this case, the lyrics of Kolaveri consist of trendy words which fit into the youth lingo of today. 

Reason 6
Videos tend to go viral only if they have the right combination of what are called Internet memes. In this case the meme cutsie wootsie, which refers to making nonsensical phrases out of certain words, to make them sound musical in combination with other memes such as Impromptu and Simulation Trigger, might have done the trick. A simulation trigger is when viewers share the same ideals with the people in the video and imagine themselves to be associated with them. (according to the professor)

Reason 7
Statistics of whether 25% or 35% of the population is young can be debatable, but what is no longer debatable, is the fact that the likes and dislikes of the youth cannot be ignored. Every kid below the age of 20 has an opinion about Kolevari di, every minute there is an opinion being generated and circulated on the Facebook status bar about this song. Some data in the support to this success:
 India is a young country with 35% of the population less than 28 years of age, anything that caters to the young tastes, is bound to go viral. 

Reason 8
It is easy for everybody to sing along; maybe that is part of its charm. Because everyone wants a seasonal song to cover up the tension of the busy day. And here it comes with user friendly lyrics.

Reason 9
Brand association-son in law of brand Mr.Rajanikant 

Reason 10
Understanding the target group is also important. Simple, no frills, no fuss and clean fun. Maybe this is what today's teens are looking for. Maybe that is why Kolaveri di is so appealing. And viral marketing is also at its perfect usability.(statistics and data has been outsourced from different articles on why this kolavari kolavari kolavari di)