Why this kolaveri di? A” bordering on the inane” song from a soon to be released tamil movie with music composed by a young 21 year old debutant has opened a whole new debate on the power of viral marketing.
This is why- as I sit down to write this blog, the song has been downloaded over 2 million times on youtube within a week of its release, it has been trending on twitter for the last six days and has over a million shares on facebook- the song has not only become popular in India, but also across the globe.
I first heard this song on the day it was released officially as a single- I found it was strangely appealing and showed the video to my teenaged daughter and she loved it. She has it on her ipod and has promptly marketed it to her friends! In the next few hours I saw many of my facebook friends, including one or two of Prayag clients, sharing the video. I said, alright, this song is really making an impact. Before I know it, it is everywhere.
Of course, there are some detractors, but there is no doubt that it has become a huge rage. I see some comments on facebook saying- oh, all this is the power of viral marketing. Being in the business, I thought to myself- I wish it were so simple!
For any content to go viral, it needs to appeal to a wide cross section of audience. And to achieve that is not as easy as it seems, believe me! The interesting thing about kolaveri is that it did not set out to impress this huge audience. It is a simple, unpretentious attempt to create a fun song that would appeal to tamil youth- what it has ended up doing is catch the imagination of youth all across, as the lyrics are in “a version of English”, and also win over older people because of its honest and fresh approach.
The team behind the song has been clearly taken by surprise, but is now going all out to make the most of it- online chats, prime time interviews, exclusive video interviews, front page on mainstream and business dailies- you name it and they are there.
To me the biggest takeaway as a marketer is that content should be honest, and be right for the audience. Also don’t try too hard. But, be ready to cash in if the viral effect does kick in.
PS: My writing was interrupted by a call from my mother- she said, what is that song, kolaveri, I pestered your sister to play it for me. And, on twitter Junior Bachchan follows his father in acknowledging the song.
Is there a need to say more? Instead, go watch the video if you haven’t already