1. MARKETING STRATEGY IN VIRAL
SUCCESS OF “WHY THIS KOLAVERI DI”
PRESENTED BY:-
RASHI AGARWAL
AND
NISHA SEHRAWAT

2. About why this kolaveri
di……......
This song was launched on
17 november 2011 at
Midnight .
Music Composer – Anirudh
Singer – Dhanush
Co-Actor – Shruti Hasan
Director – Aishwarya
Sound Engineer – Sivakumar

3. Popularity of kolaveri di….
a) It was loaded on Youtube, within 5 days of
its release, it got over 2 million views on
yuotube n more than 1 million shares on
face book.
b) The song is so popular that you just have to
key in “why” in websites and the very first
dropdown option will be „Why This
Kolaveri…‟
c) The soup song has turned an anthem for
the future managers in the country.
d) dhanush had called by iim ahmedabad to
spaeak on dis song.
e) congress is decided to sing kolaverdi for up
elections.

5. Meaning of “why this kolaveri di?”
(a) “Why this Kolaveri Kolaveri Di” It means -
“Why are you killing me?”
(b) The song refer to boys who failed in love.
(c) The “Soup Song” mentioned in the song refer
to “Love failure Song”.
(d) The rest of the words are in English and can
be easily understood.

6. Challenges for the Marketer…….
 Calling it a “Flop song “ reduces one‟s expectations.
 Online is not about babies and beauties .
 There is a 90% chances that you did not here this
song first on T.V (there rest 10% didn‟t have
an internet connection)
 The song is in Tamil not in english or hindi.
 The song is sung by Dhanush who is not so much
popular earlier.

7. Cont……
• #Kolaveri Story (meaning: Deadly Story)
Discovered the leaked version of the kolaveri
song when it had less than 20 views on youtube.
• The song has already been leaked, now what
can be done?

11. Marketing strategy for this sucess
• It „s an indian (tamilian)take on English.
• In starting #why this kolaveri di is uploaded to make sure that
people understood how and when this phrase is used.
• It is about the feeling of a boy who has failed in love that can be
realated to almost......everyone at least once.
• Lyrics that even a non singer can grasp,very simple and catchy.
• It has got so much success due to its simple lyrics and catchy tune
that people want to listen to it again and again.

12. Marketing strategy for this success
• Adding subtitles so that even a non-tamil
speaking people can also pick up the accent and
sing along.
• Adding a subscribers number for caller back
tone.
• The song is sung for the bathroom singers by
keeping in mind the interest of public.

13. Big opportunities to dhunush……
as a singer
• Congress party planning to use the song
extensively for its campaigns.
• Dhanush has been asked to address the students
at IIM Ahmedabad to discuss the success mantra
behind the song.
• Marico the company of hair oil market in the
country, will use Dhanush to promote Parachute
advanced cooling oil.

14. Cont……
• „Kolaveri Di‟ Hero Dhanush to be Special Guest
at „Star Ya Rockstar‟
• Abhishek Bachchan might be in love with
Dhanush's song Kolaveri Di, Dhanush wanted
Abhishek to sing the Hindi version of the song.