Iim Case Study On Kolaveri Di Means


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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Related

'Why This Kolaveri Di' (English: Why This Killer rage, Girl?) is a song from the soundtrack of the 2012 Tamil psychological thriller film, 3. The song is written and sung by Dhanush, and composed by Anirudh Ravichander. It became one of the most streamed songs of all-time.

The song was officially released on 16 November 2011 and instantly became viral on social networking sites for its quirky "Tanglish" (portmanteau word of Tamil and English) lyrics.[1] Soon, the song became the most searched YouTube video in India and an internet phenomenon across Asia.[2][3][4][5] Within a few weeks, YouTube honoured the video with a '"Recently Most Popular" Gold Medal award and "Trending" silver medal award for receiving a large number of hits in a short time. Following its huge success and nationwide popularity Dhanush, the singer of the original track was invited by then Prime MinisterDr. Manmohan Singh as a "Guest of Honour".[6][7]

Creation[edit]

According to composer Anirudh Ravichander, 3's director Aishwarya Rajinikanth Dhanush wanted a light-hearted song about love failure. Ravichander quickly composed the tune in about 10 minutes.[5] Dhanush then began working on the lyrics, which he completed in about 20 minutes of brainstorming.[8] The first line he sang was "Why This Kolaveri?" which means "Why do you have this murderous rage against me girl?" The question, however, is not intended seriously.[5]

In a party to The Times of India, Dhanush said: "When I was writing down the lyrics, I kept in mind all the English words that are used in the Tamil vocabulary. Words like I, you, me, how, why, cow. I just framed them into sentences and thats how I came up with the song."[9] Dhanush sang the song in broken English, as a Tamil person might if his knowledge of English was limited. The song is also called a 'Soup' song, where 'Soup' is a colloquial Tamil word which refers to young men experiencing love failure after a beautiful relationship.[5]

The song was recorded at A. R. Rahman's AM Studios in Chennai. The song was officially released after it was known to become popular after an accidental release on to the internet.[8][10]

Composition[edit]

A downtempo song, "Why This Kolaveri Di" has been built around an ancient south Indian folk rhythm using ancient folk instruments. He used the nadaswaram, shehnai, saxophoneurumee and thavil drums, acoustic guitar, keyboards mixed with electronic synths and scratches.[5] The instruments utilize the singing style of Tamil folk culture. The composer added a crescendo to make the instrumentation become more layered].[5]

The words of the song are in a simple form of Tanglish, a mixture of Tamil and English. The song creates an imagery of an Indian boy who has gone through love failure. While singing, Dhanush creates a tone of being drunk, when he repeatedly asks why she hurt him.[4][8] The words have been described as "nonsensical" by some and an evocation of "Tamil street humour".[4] Dhanush has stated that the choice of words he chose lyrics allows it to be a very relatable song.

Music video[edit]

The music video features Dhanush singing the song at AM studios, accompanied by composer Anirudh on a keyboard. His co-star Shruti Haasan and the director of 3, Aishwarya Rajinikanth are seen listening in the background. The video was recorded by Abinandhan Ramanujam[11][12]

The video of the song in the film, 3, was filmed in a set made to replicate the crowded shopping street of Chennai Marina beach. The video featured Dhanush and Sunder Ramu along with other extras singing the song, while Shruti Haasan makes an appearance towards the end of the video.

Release and reception[edit]

Upon release, the hashtag#kolaveri topped the Indian trends in Twitter on the evening of 21 November 2011. Within a week of the official release of the video, it received more than 3.5 million views on YouTube, more than 1 million shares on Facebook, while trending in India on Twitter the whole time. The song is also a hit among non-Tamils, apparently due to the Tanglish lyrics.[12][13][14] By 30 November 2011, it had more than 10,500,000 YouTube views.[15] By the start of 2012, it had crossed 30 million YouTube views.[16] The song and versions of it account for more than 75 million of YouTube's total views.[17] The song became the top downloaded song on mobile with 4,100,000 downloads within the first 18 days of release.[18] On 24 November 2011, this song became the first Tamil film song to premier on MTV India.[19]

Imitations and parodies of this song have been created, including versions in different Indian languages, a female version, and versions about current events at that time.[20][21] Why this kolaveri di became CNN's Top Song in 2012.[22] Its rapid spread to nightclubs and discos in Tokyo, Japan were reported soon after release, and a viral video of Japanese women dancing to it spread soon afterwards.[23] Police officers in India used versions of the song and its title to combat road rage and encourage bike riders to wear helmets. The popularity of the song was also reported by international media like BBC and Time magazine, who attributed its major crossover world appeal to its universal theme, catchy tune and unique lyrics.[4][24] Top business schools like Indian Institutes of Management conducted studies to figure out the popularity of this song.[18] The song has inspired flashmobs in Chennai, Mumbai, Groningen and Auckland.

The song was performed live by Dhanush in his first-ever live performance at the 2011 BIG Star Entertainment Awards.[25]

Indian Prime Minister Manmohan Singh invited Dhanush for the dinner party along with Japanese Prime Minister Yoshihiko Noda in his New Delhi residence, India.[26] The political parties Bharatiya Janata Party and Indian National Congress used variants of the song in their campaigns for 2012 assembly elections.[27][28][29]

Kolaveri Di also echoed at Beating, the Retreat ceremony (a ceremony which is a part of Republic Day celebrations in India).[30]

Criticism[edit]

Javed Akhtar, a poet, lyricist and scriptwriter slammed the song for its insult to sensibility.[31] In April 2012, a petition was filed in the Kerala High Court seeking a ban on the song citing negative influence on children, claiming to inciting violence and aggression.[32]

Achievements

  • When the video was released, the hashtag #kolaveri was trending on Twitter for three continuous days.
  • The video was shared by 1.4 million people, liked by 1.8 million people and received more than 1.1 million comments.
  • The song was played on US radio station KZYX FM by Mister X, on his show, "Music Out of Bounds" soon after its November 2011 release on YouTube.[33]

Cover and parody versions[edit]

Arjun Coomaraswamy

An R&B version by up and coming London-based artist Arjun Coomaraswamy was uploaded on YouTube December 10, 2011 and received 1.5 million views within a week.[34]

Nevaan Nigam

A "milk version" of the song by Sonu Nigam's son became popular on YouTube, and was acknowledged by actor Dhanush, who stated "I'm in love with Nevaan Nigam's version of Kolaveri Di. Great idea Sonu Nigam". A feature of this version was to replace the word 'scotch' with 'milk'.[35]

Regarding the 2G Scam of India: A popular version of Kolaveri Di was released for parody with the lyrics "Why is Kanimozhi in"

Geo TVPakistan

The song "Where is Democracy Di" was aired by Geo TV on its popular programme Hum Sab Umeed Sai Hein, a popular satire in Pakistan on Geo TV which is aimed at exposing the wrongdoing of the government in a lighter vein was based on Why This Kolaveri Di.[36]

BJP and Goa Elections 2012

Abeer Vajpayee, a journalist turned BJP worker, wrote, composed and sung a parody of the Kolaveri Di targeting the corruption and gross financial mismanagement under UPA regime. This song called 'Why This Hera Pheri Ji' became an instant hit on YouTube as it featured mimicry of leaders like Manmohan Singh, Sonia Gandhi, Anna Hazare, Mulayam Singh Yadav, Amar Singh and Akshay Kumar. All male voices were done by Vajpayee himself and effect of only female voice of Sonia Gandhi was by his wife Ruchi.[37]

Vishnu Wagh, veteran poet who joined BJP, penned the lyrics which have been fitted in the "Kolaveri di" tune. The song has been changed from "Kolaveri di" to "Kamlawari di" to include the party's election symbol lotus. The recorded version is meant for Goa elections 2012.[38][39]

Chennai city traffic police campaign on road rage

KravMaga instructor Sree Ram created an outdoor campaign on road rage, which was noted by media[40] across the world.

Safety campaigns organised by Kolkata Police

'Kolaveri di' to 'dadagiri di'

Sertab Erener

Turkish pop music singer covered the song as "Söz" (Turkish: Promise) for her "Sade" album in 2013, with lyrics written by Nil Karaibrahimgil. She released the music video for the song in 2014.[41]

Özcan Deniz and Sıla

Turkish arabesque music singer Özcan Deniz and pop music singer Sıla covered the song as "Aç Bir Coca-Cola" for Coca-Cola commercial in 2015. The commercial also resembles the scenes from the film 3".[42]

References[edit]

  1. ^Marur, Deeksha (21 November 2011). "Kolaveri Di goes viral". Times of India. Retrieved 21 November 2011. 
  2. ^"Kolaveri is the most searched video". Times of India. 21 November 2011. Retrieved 23 November 2011. 
  3. ^"Danush's '3 - Why this kolaveri di' a smashing hit — Video". KollyInsider. 19 November 2011. Retrieved 19 November 2011. 
  4. ^ abcdRamadurai, Charukesi (24 November 2011). "Tamil 'nonsense' film song goes viral in India". BBC News. BBC. Retrieved 10 December 2011. 
  5. ^ abcdef"Here's how the Kolaveri Di song happened!". Rediff.com. 28 November 2011. Retrieved 28 December 2011. 
  6. ^"Kolaveri bags YouTube Gold Award", Shows Bollywood website, 7 December 2011 
  7. ^"Kolaveri bags YouTube Gold Award". 7 December 2011. Sify. Retrieved 7 December 2011. 
  8. ^ abcKamath, Sudhish (23 November 2011). "Why this 'Why this Kolaveri'?". The Hindu. Retrieved 29 November 2011. 
  9. ^"Dhanush: expected 'Kolaveri di' to become such a rage". The Times of India. 29 November 2011. Retrieved 29 November 2011. 
  10. ^Ramanujam, Srinivasa (11 November 2011). "'3' songs leaked!". Times of India. Retrieved 21 November 2011. 
  11. ^"Why this Kolaveri Di?". Sify. 17 November 2011. Retrieved 21 November 2011. 
  12. ^ ab"Kolaveri di song goes viral on Net". The Times of India. 24 November 2011. Retrieved 24 November 2011. 
  13. ^"Kolaveri Di: Tamil actor Dhanush's studio rendering of bathroom crooning becomes a global rage". The Economic Times. 23 November 2011. Retrieved 23 November 2011. 
  14. ^"The Kolaveri Di phenomenon". The Times of India. 23 November 2011. Retrieved 23 November 2011. 
  15. ^Indo-Asian News Service (30 November 2011), "Kolaveri Di crosses 10-million mark", Hindustan Times 
  16. ^Kolaveri Di crosses 30-million mark, 1 January 2012 
  17. ^""'Kolaveri' - 2011's top song" says CNN (US) ! - Tamil Movie News". IndiaGlitz. 31 August 2011. Retrieved 29 December 2011. 
  18. ^ abSingh, Renu (Dec 10, 2011). "B-schools hit by the Dhanush's Kolaveri di attack". Times of India. Retrieved 10 December 2011. 
  19. ^Kolaveri becomes youth anthem, NDTV, 25 November 2011, retrieved 28 November 2011 
  20. ^"Top 10 Versions of 'Kolaveri Di' Song". Times of India. Dec 9, 2011. Retrieved 10 December 2011. 
  21. ^Deepa Kurup, Why this ‘kolaveri di' is India's coming of age, The Hindu, 4 December 2011
  22. ^‘Why this kolaveri di’ is CNN’s Top Song of the Year – Bollywood News & Gossip, Movie Reviews, Trailers & Videos at. Bollywoodlife.com (2011-12-29). Retrieved on 2013-12-06.
  23. ^"I'm trying to forget the Kolaveri Di craze: Actor-singer Dhanush — Entertainment — DNA". Daily News and Analysis. 2011-11-30. Retrieved 2011-12-29. 
  24. ^Jackson, Joe (November 30, 2011). "Nonsensical, Semi-English Music Video Goes Viral in India". Time. Retrieved 10 December 2011. 
  25. ^"Stars at Big Star Entertainment Awards". The Times of India. 18 December 2011. Retrieved 18 December 2011. 
  26. ^"Dhanush invited by the Indian Prime Minister for the dinner". Behindwoods.com. 27 December 2011. Retrieved 28 December 2011. 
  27. ^Singh, Renu (18 January 2012). "Congress to adopt Kolaveri Di as campaign theme". Times of India. TNN. Retrieved 22 January 2012. 
  28. ^"Goa polls: BJP uses 'Kolaveri Di' for campaign". India Today. PTI. 21 January 2012. Retrieved 22 January 2012. 
  29. ^BJP's campaign jingle to use 'Kolaveri Di' tunes, Economic Times, 25 January 2012
  30. ^'Kolaveri Di' to echo at Beating the Retreat ceremony, The Times of India, 29 January 2012
  31. ^"Javed Akhtar slams Kolaveri Di". Hindustan Times. Mumbai. 3 December 2011. Retrieved 2 June 2012. 
  32. ^Saifuddin, Yousuf (2012-04-04). "Why this Kolaveri di?: Petitioner seeks ban on 'epic' song". Kerala: The Express Tribune. Retrieved 5 April 2012. 
  33. ^Mendo Mann aka Mister X
  34. ^Tharany, R. (December 22, 2011). "Why this Kolaveri Di?". Asian Tribune. Retrieved March 15, 2012. 
  35. ^"Sonu Nigam's son sings Kolaveri Di, Dhanush impressed". Times of India. Bennett, Coleman & Co. Ltd. December 6, 2011. Retrieved March 15, 2012. 
  36. ^"Why this Kolaveri, Pakistanis ask their politicians". Deccan Chronicle. Retrieved November 30, 2012. 
  37. ^"Yo Boys, The Loot Song - Indian Express". 
  38. ^"BJP sings "Kolaveri di" tune for Goa polls". The Indian Express. Retrieved December 9, 2012. 
  39. ^"BJP's campaign jingle to use 'Kolaveri Di' tunes - The Economic Times". 
  40. ^KRISHNAMURTHY, GOKUL (7 December 2011). "Cool-u song-u, little hype-u …". 
  41. ^"Sosyal medyanın gündemi Coca Cola'nın Özcan Deniz ve Sıla'lı yeni reklamı" (in Turkish). Milliyet. Retrieved 5 May 2015. 
  42. ^"Özcan Deniz'li Coca-Cola reklamı, Hint müziği çıktı" (in Turkish). Radikal. Retrieved 5 May 2015. 

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