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Role Of A Viral Music Video Of Kolavari Di In Promoting A Movie

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Why This Kolaveri Di – This soup’ song needs no intro and is ‘tasted’ by millions of music lovers. This was released officially on 16th Nov 2011 and was a rage on YouTube and social networking sites, ahead of its movie launch. This song was shot as a promotional song for the psychological thriller film, 3. It was a peppy song with catchy words that got connected with the common man language. It all started when the Director of the film, Aishwarya Rajinikanth Dhanush wanted a love failure song and the debut music director Anirudh Ravichander gave the tunes in just ten minutes. Lyrics were written by Dhanush after a brainstorming session and sang for himself.

The promotional video released by Sony Music featured Dhanush, singing in a drinking tone with the heroine, Sruthi Hassan and the Director Aishwarya giving suggestions were also seen, along with the Music Director Anirudh Ravichander playing the keyboard. The beauty of the video is in the lyrics, which used TANGLISH (a combo of Tamil and English) words like me, cow, how, why, etc. It is very easy to hum not only for Tamil music lovers too and went viral on the YouTube because of the English words. Dhanush himself calls this a flop song in the video too. The song is woven around the concept of love failure or heartbreak which is very common among the youth. With every boy or girl having faced at least one heartbreak, this song connects and reaches out to one and all asking for more. This concept along with the catchy lyrics and the simple music is the winning combination of this song.

The numbers speak for itself. Within a week of its release, it received 3.5 million views on YouTube, more than 1 million shares on Facebook while trending on the Twitter the whole time. The song became the most downloaded song on mobile within the first 18 days of release. On 24th Nov, 2011, it became the first Tamil song to be premiered on MTV India. This also became the CNN’s Top Song in 2012. This hit song became a case study for many top management institutions to figure out the popularity. This song inspired a lot of flash mobs across India and other countries. Even the political parties BJP and Congress used variants of this song in their campaigns for 2012 assembly elections to attract the public. To add fuel to fire – YouTube honoured the video with a “Recently Most Popular” Gold Medal award and “Trending” silver medal award for the number of hits in such a short time.

This kind of promotional videos is a hit now among the marketers. The actors are taking additional efforts to pen down the thoughts for the lyrics and singing is the latest trend in movies. They get a good publicity needed on the social circuit and attract them to the theatres.

  • inbound-marketing

  • There is 1 comment

    • 5 years ago

      Indrajit Goswami   /   Reply

      Siva, thank you for Kolaveri. Yes, people know the viral music fever it created. But in your blog, how do you claim the words like me, cow, how, why, etc as TANGLISH (a combo of Tamil and English) words?

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