MxMIndia

Tag: Kolaveri Di

  • The Turkish cover of "Why this Kolaveri Di" for Coca Cola ad goes viral with over 326,000 views in two days

    ‘Kolaveri di…’ gets a Turkish makeover in new Coca Cola ad

    By A Correspondent

     

    With almost 100 million hits on YouTube, Sony Music has licensed one of the biggest viral rages of 2011 to Coca Cola Turkey. Going beyond geographies, ‘Why this Kolaveri Di’ is one of the biggest hits worldwide, to put it simply.

     

    What started as a simple activity, of posting a video online, progressed to becoming viral nearly four years ago. Coca Cola picked up the tune for their Turkish advertisement and posted the video on May 4, 2015 on YouTube, in which the Kolaveri tune is taken to the beach and given a different twist with the Turkish lyrics.

     

    The video has been picked up well and has garnered over 326,000 views and still counting on YouTube in just two days.

     

  • Why do some videos catch on virally & spread like wildfire,while many fail to ignite after an initial spark?

    Sigh! What makes Gangnam Style and Kolaveri Di such a rage?

    Photograph courtesy: Music channel M-Tunes which had premiered Psy’s Gangnam Style earlier this month

     

    By Tuhina Anand

     

    Who would have thought that a rather stocky looking guy mouthing Korean lines would have become a rage around the world? Gangnam Style by South Korean rapper Psy has become a viral hit just like Kolaveri Di which took the digital world by storm. Last, Gangnam Style had 474,915,766 views since being uploaded in July 2012 while Kolaveri Di has 62,798,000 views since it was uploaded in November 2011. The popularity of Gangnam surpasses that of Kolaveri, and it is digital that has played the key role in the video becoming such a rage. How is it that some videos catch the fancy and become such huge hits, whereas others just die out eventually? Dhanush’s Kolaveri Di was such a rage but his next video where he pays tribute to Sachin… errrrr what is it anyway… did not match up to the success of Kolaveri even though it is about a cricketing legend that the nation is crazy about.

     

    Rahul Nanda

    Rahul Nanda, COO at Webchutney, explained, “There is no science that can work out a formula for the success of a viral. I think it depends on the quality of content.” Giving a peek into creating a viral he pointed that one should stick to the basics and remember that content is always the king. He added, “Gangnam Style video doesn’t really feature a handsome hero but the dancing catches the eye. It is then essentially about providing that hook which could be humour or having an emotional connect which has the potential of catching viral and being shared by people. Also to keep in mind is that what catches peoples’ attention is usually something that is simple and easy to understand.”

     

    A Kolaveri Di could not have been such a hit had it just been an audio. The video which captures behind-the-scene moments while recording the song makes it extremely delightful to watch, it shows fun while making the song which many enjoy watching. Similarly, if Gangnam Style was just a song it would probably not be so popular, but the video element adds to the song thus making it extremely watchable and shareable.

     

    Rajiv Dingra

    Rajiv Dingra, CEO of WATConsult.com categorically puts that going viral and a hit depends on two factors- it should be unexpected and original. People would want to watch and share only if there is an element of surprise like in Gangnam Style the dance moves and in Kolaveri Di the lyrics. There has to be a surprise element, besides of course the content has to be original. He adds, “The content while being original should allow people to create their own versions thus giving people a sense of identification.” This definitely happened in the case of Kolaveri considering the various versions that came out and they too enjoy a decent number of views.

     

     

    Zafar Rais

    On the success of Kolaveri Di or Gangnam style, Zafar Rais, Founder and CEO, Mindshift Interactive, said, “Kolaveri Di owes 80 percent of its success to the entertaining content it brought along. That is the element most brands forget in wanting to create the next ‘viral’ concept. An agency does have the capability to use the right strategies in increasing visibility to help you reach out, but without an insightful approach towards the content apt for your consumers, you just won’t make it. Humour, music and emotions are the key riders of all viral marketing efforts. Likewise, for the Gangnam style of dancing. Additionally, originality and unexpectedness are the superpowers in the viral race. It’s time for simple ideas to take over big ideas, Beyond One Language: strengthening the concept that regional innovations with a mix of global touches, does add to the concept. If it’s funny, it got to be viral and youth connect: connecting with the youth via their daily experiences in their diction is the key.”

     

    One cannot overlook the role of professional players in making a viral gain epic proportion. Like in the case of Gangnam which has been around for 6-8 months but gained popularity only once Sony Music took over its distribution and splashed it across various networks to garner better mileage.

     

    Same was also the case with Kolaveri Di too which Sony Music and the agency Jack in the Box Worldwide worked on to devise its viral strategy.

     

    Carlton D’Silva

    Carlton D’Silva, Chief Creative Officer at Hungama Digital Media Entertainment also pointed that the ridiculous nature of the video is what has helped in making Gangnam popular. He said, “I have seen that humour though not the only factor but is an important driving factor when essaying out a viral campaign. It’s not necessary to just bank on humour to make inroads into the digital medium and reaching the consumers. However, humour works well on the internet medium.” He also cites the example of Johnnie Walker F1 campaign where they put videos of behind the scenes which has caught on well on viral and this doesn’t necessarily stick to taking the humorous approach.

     

    Arvind Nair, Business Head, Social Wavelength echoes the humour element that all the digital players have expressed. However, he added, “It has to do with creating content that cut across all type of people. However, there have been brands who have experienced great success on digital by taking the route of a cause. Aircel with Save the Tiger campaign has done it successfully and has sustained it for long thus becoming relatable with this cause and also a viral hit.”

     

    So it is clear that original with a surprise element does best for going viral. Humour is the best route but not the only route when brands want to go viral. Keep in mind though that it is always the content that rules.

     

  • On the sidelines of FICCI Frames 2012,Vikram Sakhuja, CEO, South Asia, Group M spoke to MxMIndiaabout how the digital can be a game changer for marketers and how to make content engaging for people.

    @FF12: Integrated media best way fwd: Vikram Sakhuja

    Video and Text by Shruti Pushkarna

     

    On the fundamental powers of digital:

    In digital there are few things that are exciting. One is that digital has the potential to burst from a sampling kind of mindset into a census kind of a mindset. By that I mean that a lot of measurement we do in marketing today is very sample based and digital, whether it is through set-top boxes, or through online behaviour, it is possible now to get the data at a granular level. So that leads to targeting a million, one at a time kind of thing, which is exciting. The other inherent power of digital is interactivity. The third area is the ability to link multiple devices. Last is the real time query, whether it’s query or the consumption of content. Linked to that is the entire thing about being mobile. So these four or five inherent powers of digital are game changers for marketers.

     

    How to engage in an increasingly digital world?

    [youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=sIj_VeYzlPo[/youtube]

    The engagement part comes from the kind of content you put up and the entire viral or social nature which comes up. The framework we talk about is paid, owned and earned media. An example of paid media is when Mindshare got Dhanush to sing an anthem for Sachin Tendulkar, post Kolaveri Di. Within four days we got ten million views, and the anthem, in turn, got a viral life of its own. So I think the way in which you can use content is how it becomes engaging.

     

    What is the way forward?

    I think integrated media is the best way forward. Today when people think of multimedia planning, they do a separate TV plan, print plan, radio plan, internet plan and so on. I believe that if you actually look at media agnostically and at common metrics of each cost per thousand impressions, these are the ways in which you can construct a media agnostic plan. What it does is, it suddenly gets more money into digital, and when more money can come into digital, that’s when focus is going to come in.

     

  • Hosted on Youtube on the February 8, sung by the latest rage, Dhanush of the Kolaveri Di fame, the anthem video now boasts of a Gold Trending Medal from YouTube, with over 4 million views as on February 22

    Mindshare’s YouTube record with ‘Boost Sachin Anthem’

    By A Correspondent

     

    Mindshare, India’s leading media services agency has recently created a unique milestone for itself on the back of a powerful digital media strategy. A record breaking 1 million hits were clocked for the ‘Boost Sachin Anthem’ in just under 2 days, making it the fastest video on Youtube to have reached a million views.

     

    Hosted on Youtube on the February 8, sung by the latest rage, Dhanush of the Kolaveri Di fame, the anthem video now boasts of a Gold Trending Medal from YouTube, with over 4 million views as on February 22.

     

    The challenge for Mindshare was to create buzz around the brand and noteworthy 23 year long association with Sachin Tendulkar as their brand ambassador. Therefore, there could not have been a better proposition than creating a dedicated anthem in the honour of the little master.

     

    The task was twofold – first, bringing the idea to life. This involved creating a powerful piece of content with carefully thought out celebrity recommendation, to scripting and final production, all of it mandated to the in-house content experts within Mindshare ESP.

     

    Two, tactfully seeding the content, where “people” would make it viral. To accelerate this, the Search and Social Media Experts at Mindshare went onto ingeniously seeding the content through contextual search and social media platforms of Twitter, Facebook and YouTube.

     

    Alok Sinha

    “The purpose of strategy at Mindshare is very simply to try and turn our brands into currencies of popular culture. Cultural currencies that fuel consumer conversations are far more valuable in today’s wired world than passive opportunities to see. The Sachin anthem is a great example of this belief. The team spotted an existing cultural meme in Dhanush and then went on to leverage it via executional excellence across content production, brand integration and social seeding. The Boost case also highlights the necessity of jugalbandis between strategy and the content & digital technology teams to create meaningful brand led cultural currencies,” said Alok Sinha, Leader Strategy – South Asia at Mindshare.

     

    Leading the mantle, the Mindshare strategy team required not just meticulous, but dynamic planning on a real time basis. By putting the brand’s content in the hands of the consumers it was a calculated risk and a bold strategic stance by the team. But today, Mindshare stands tall as GSK’s proud partners, while history is being written.

     

    Jayant K Singh

    “As a part of our marketing efforts on Boost, this time around, we wanted to celebrate Sachin’s long standing ‘Stamina’ association with the brand. A Sachin anthem, that people would resonate and rise with, was our instinctive choice. While we were certain that Dhanush’s popularity would help accelerate talk ability around Boost, our partner agency Mindshare’s contribution, through a well thought out strategy and execution in making it a “first” on many accounts for GSK, has successfully brought our intent to life,” said Jayant K Singh, Executive Vice President, Marketing, Glaxo Smithkline Consumer Health Care.

     

    Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 114 offices in 82 countries throughout the North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands.

     

  • Other brands tying up for the song include luxury carmaker Audi, mobile service provider Aircel and Chennai-based consumer durables retailer Vasant & Co

    How Cool-averi! Emami places brand in ‘Kolaveri Di’ song

    By Rajiv Singh

     

    Now, it’s Emami’s turn to sing “Why this Kolaveri Di”. The Kolkata-based FMCG maker’s Himani Navratna hair oil will have its place in front of the camera when the viral hit song is shown in Tamil film ‘3’, stated CEO Mr Krishna Mohan.

     

    Dhanush, actor and producer of the movie and lyricist-singer for the song, confirmed that a number of national and local brands have tied up for product placement during the song sequence. “Yes, brands have tied up for in-song placement, but I can’t disclose the details,” he told ET.

     

    A person familiar with the development said other brands tying up for the song include luxury carmaker Audi, mobile service provider Aircel and Chennai-based consumer durables retailer Vasant & Co.

     

    ‘Kolaveri Di’ has become a national rage with more than 42 million hits on YouTube, over 2.5 million ringtone downloads and 3.5 million video downloads since its digital release on November 16 last year.

     

    For Emami, it will be the first product placement in a Tamil movie. The maker of Zandu Balm pain reliever rub and BoroPlus anti-septic cream has had its brands present in some Bollywood super hits songs such as “Munni Badnaam Hui”.

     

    “The tie-up will give extra mileage to Emami products (in the south Indian market),” said Mr Mohan, adding that Navratna oil with its tagline ‘ Thanda thanda cool cool’ makes a perfect connect with the song. “From Kolaveri di to coolaveri di,” he added.

     

    Navratna Oil, an Rs 450-crore brand that is already endorsed by top South Indian actors such as Suriya, Junior NTR, Chiranjeevi and Mahesh Babu, has more than 65 per cent share of the Indian cooling hair oil market, estimated at close to Rs 700 crore. While Emami dominates the cooling hair oil category in Tamil Nadu and Andhra Pradesh, its volume share in the overall hair oil segment in the two states are 14 per cent and 18 per cent, respectively.

     

    BEACH SONG, STREET SONG

    Arun Pradheep, CEO-director of Brand Workx, an experiential marketing firm that helped Emami seal the deal for “Kolaveri Di”, said that the song was recently filmed in a set made to replicate the crowded shopping street of Chennai’s Marina beach.

     

    “The sequence is such that the hero, played by Dhanush, does a choreographed step in front of the Emami stall while we show a lot of consumers buying Navratna oil,” says Pradheep. He said the placement was planned according to the lyrics and the mood (hero’s heartbreak for heroine, played by Shruti Hassan).

     

    Association with top Bollywood actors and product placement in songs and movies has been Emami’s hallmark marketing strategy for years.

    While ‘Munni Badnaam Hui’ helped push Zandu Balm sales in 2010, Emami funded the entire cost of a Bhojpuri film song last year which had a mention of Himani Navratna Extra Thanda hair oil.

     

    Pritie S Jadhav, chief operating officer of P9 Integrated, the in-film marketing agency of Percept Group, said brands use films as a medium to gain higher return on investment as compared to conventional advertising.

     

    The lubricant brand Mobil was displayed prominently in the Kishore Kumar-starrer chartbuster “Ek ladki bheegi bhaagi si” from Chalti Ka Naam Gaadi movie in 1965; yellow Rajdoot motorcycle became famous when lover boy Rishi Kapoor rode it in 1973 superhit Bobby.

     

    Jadhav, however, warns that this strategy will benefit a brand only if it is seamlessly integrated with the script. “Otherwise the work will look forced and jarred.”

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Bachchan won the Best Actor in Social role for Aarakshan, a first of its kind and another award for being a complete performer

    Big B tweets about his BIG Star wins

    By A Correspondent

     

    Sunday night saw the entire entertainment industry heading to Bhavan’s College grounds in Mumbai to usher the first awards of the New Year with the 2nd Big Star Entertainment Awards.

     

    A constellation of stars stepped out in their finery to cheer, applaud and appreciate some of the most memorable and remarkable performers of the year.

     

    The biggest and brightest of them all, Amitabh Bachchan came, saw and won two awards.

     

    After he left the venue….he tweeted about the newest singer from south, Dhanush, who sang live from the audience, a Kolaveri Di number but words to suit the occasion: T 594 -‘And … when complete Entertainer announced, Dhanush sings live

     

    from audience, a Kolaveri Di number but words to suit the occasion !!’

     

    Big B was also praise for the actor’s impromptu lyrics: T 594 -Dhanush words were ‘Why this Kolaveri, Kolaveri, Kolaveri ..B, .. big B … TRP .. brilliant absolutely ..!! So lovable and so good !’

     

    Bachchan won the Best Actor in Social role for Aarakshan in a new category, first of its kind, in any awards so far and another award for being a complete performer.

    He humbly and graciously accepted the award as can be seen when he tweeted: T 594 ‘…. 2 awards .. best Actor in social role for ‘Aarakshan’ and the second for the Complete Entertainer of year .. I am blessed ..!!’

     

    But this is not all, Big B has also promised his fans: ‘…some rather glorious pictures of the 2 events tonight – the BigStar Awards and the Sunday fans .. but will take a while to post.’

  • The 'soup song' is a rage on FM too, but would it have had such a following if it hadn't viralled online?

    Would ‘Kolaveri Di’ have been a rage if it was only aired on FM?

    By Robin Thomas

     

    Already a huge hit online, with more than 94 lakh views on YouTube, and more than 46,000 ‘Likes’ on Facebook, ‘Why this Kolaveri Di’, a Tamil-English song promoting the Tamil film ‘3’, has become a national rage. The song became so popular online that it was instantly picked up by FM stations across the country irrespective of their language. The Chennai station of Big FM and Radio Mirchi however claim to have aired the song first on radio and that the song was heavily promoted on radio even before it became a craze online.

     

    According to a Big FM spokesperson, “The song is a rage – both nationally and internationally. Big FM premiered the song at our Chennai station with the musicians, following which it went on YouTube. It was the power of the product – lyrics and music that made it a hit! Radio today, has a key role to play in marketing and creating viral music, and in this case too, it worked! We played the song, across our stations in its Tamil-English version.”

     

    So, would the song would have created a similar sensation had it been aired only on FM radio? While there are those in the industry who believe that radio has the power and the reach to create a huge sensation, there is a section in the FM radio sector that are of the view that a ‘Kolaveri Di’ kind of national rage was only possible through Facebook and YouTube, as radio is more city/ town or even state-oriented.

     

    Vehrnon Ibrahim, National Programming Head, Oye! FM

    Vehrnon Ibrahim, National Programming Head, Oye! FM said, “I doubt the song would have been a huge sensation on air (radio) as compared to the craze online. We started playing this song only after it became a huge sensation on the social networking sites. It’s quite an entertaining song, a very filmy story, and we cover all that is filmy or entertaining. We are therefore following the story and not the song.”

     

    Kartik Kalla, National Programming Director, Radio City said, “Yes of course radio would have created such a rage. After all it’s the same person who tunes in to FM and online so whether radio airs it first or after two days is immaterial.”

     

    “We have a very robust policy where songs are tested with the listeners before being put on air. But honestly with Koleveri Di that was not required because it has broken all kinds of records online and you certainly can’t ignore that!” he added.

     

    Ravindran Nair, Director Programmes, Radio Mango

    Ravindran Nair, Director Programmes, Radio Mango, also believes that the song would have been a huge sensation had it been aired first on radio. “Definitely it would have been a hit. Radio has done similar things very successfully. In our case, a song from an album “Coffee on MG road” called “Palavattam” by actor/director/singer Vineeth Srinivasan became huge with radio airplay. Social media has become a part of marketing mix for most products and films and music will be no exception” he explained.

     

    On a different note, Shaan Menon, Manager Content CLUB FM stated, “I don’t think the song would have been such a rage had it been aired on radio first, it is all because of YouTube or Facebook. Just like Kolaveri, any radio link or radio creative such as a promo or an interview bite can also become viral. It’s unpredictable, but will happen for sure. These days, the internet is the first testing platform for any creative product. So, a product getting well sold on the internet is undoubtedly the choice of the masses! Social Network helps us to extend the reach of our product to more number of people.”

     

    He further said, “Radio is confined to a city or a state or to a nation, the possibilities for a Channel to fly high taking the flight of a social networking site is a huge positive sign. Radio is a medium which plays the right taste of the people. It’s just like his favourite restaurant where the listener gets his favourite food.”

     

    Some of the FM stations playing the ‘Kolaveri Di’ song are Radio Mirchi, Red FM, Big FM, Radio City, Oye! FM; Club FM, Radio Mango, Radio Hello and Radio Choklate.

     

    Of course the frequency of the song is pretty high among the south-based FM stations, particularly those in Chennai. The frequency of the song played on the Big FM Chennai station is also said to be very high as compared to its stations in other parts of the country. According to Radio Hello’s website, ‘Kolaveri Di’ has already become the top most popular song in its ‘Top 10 songs for this week’ list. Club FM, a Mathrubhumi initiative, used to play this song for 16 hours a day with a special promo along with it; Radio Mango, another FM station in Kerala, a Malayala Manorama initiative, used to play this song twice per hour, with heavy rotation. Radio City plays this song three to four times a day across their 20 stations whereas Oye! FM plays it for 172 hours.

     

    Interestingly, ‘Kolaveri Di’ is not the first song to have crossed language barriers among FM stations. Even earlier songs like, ‘Aika Dajiba’, a popular Marathi song; Tamil Song, ‘Apdi pode’ were played in various FM stations in the country irrespective of their language.

  • A regular kind of sod sings some nonsense inside a recording studio, words that sound like a cross between Tamil and rustic English. I found it neither funny nor entertaining.

    Hard Knocks: Why this Kolaveri Di, indeed! Why?

    By Anil Thakraney

     

    When I first came across links to Kolaveri Something on the social media sites, I quickly ignored them. Thinking this is another one of those time-pass videos that keep getting shared by virtual pals. But the video went viral in a matter of days, and by now millions have watched it and the world is talking about it.

     

    As a result I was compelled to click on it and must say I was left pretty unimpressed. A regular kind of sod sings some nonsense inside a recording studio, words that sound like a cross between Tamil and rustic English. I found it neither funny nor entertaining. And was left wondering what I had missed out here. Incidentally, I felt the same when the Pakistani band Beygairat Brigade went viral.

     

    Three observations I have to make in this matter. One, it’s abundantly clear that you can now use only social media to launch a brand with a huge bang. If there ever was any doubt on that, then it can be laid to rest now. Owners of mass media need to pay close attention because as time goes by, more and more advertisers will take social media a lot more seriously, and not as a ‘secondary’ medium which it is currently treated as. These are not freak incidents but a clear warning sign for the future.

     

    Two, no one can predict with any degree of accuracy what can go viral in the virtual world. I found the Kolaveri video quite stupid, but millions of people don’t think that, they love it. Maybe a study needs to be conducted on this subject, and it would be quite helpful. However it’s clear people have found a way to showcase their ‘talents’. I already see many imitators busy at work.

     

    Three, my own guess is that the best chance to strike gold on the net is to be as absurd and loony as possible. And the more rustic and unrefined you are, the better your chance of getting noticed. Now all of us have a real shot at being stars!

    ***

     

    PS: So, Cyrus Mistry is the chosen one, and by all accounts this seems to be a decision made purely on meritorious considerations. However, one wonders if things may have been different had Ratan Tata married and had his own children. Would the Dynasty Raj have played a part? Like it happens in all walks of life in India? Well, we’ll never know. My own hunch is this: Mr Tata would still have used merit as the yardstick. Indeed, it is this culture that makes the group unique in this nation.