Kolaveri Di’, the hip ‘Tanglish’ soundtrack of the yet to be released Tamil movie 3 starring Dhanush, has found success beyond expectations on the social networking space. The buzz started on Nov 1st, nearly a fortnight before the official release of the song and the publicity was global. Kolaveri marked a new trend in the online industry, receiving nearly 15 million views on YouTube, being the first ever Indian video to receive that many hits. With social media being positioned as a mainstream marketing tool, the makers of the song too benefited in terms of publicity and revenue. Our research on ‘How Kolaveri went viral’ was featured on Livemint

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Why this Kolaveri Di?
16th Nov 2011 – 2nd Dec 2011 Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Report Overview
• This report is to understand the virality of ‘Kolaveri Di’ song on
the Internet space
• Keywords tracked:
– „Kolaveri‟ , „Kolaveri Di‟
• Time period:
– 16 Nov 2011 – 1 Dec 2011
• Our research comprises of mentions from:
– Social Media: Facebook, Orkut, Google+, Discussion forums and other
consumer forums
– Twitter
– Blogs: Personal blogs, Company blogs, Industry blogs and Classifieds blogs
– Video: YouTube, metacafe, vimeo, Dailymotion and other top video sites
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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• Around 7 Lakh mentions captured in just 15 days
• Facebook accounts for nearly 80% of social media mentions
for „Kolaveri Di‟ , followed by Twitter and YouTube
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Total number of mentions = 6,94,169 Peak of mentions
Microblogs Blogs Social media Videos
140000 1.2 Lakh
1.1 Lakh
120000
100000
80000
60000
40000
20000
0
16th Nov - 20th Nov 21st Nov - 25th Nov 26th Nov - 30th Nov
• On Nov 25 2011, nearly 138 blogs mentioned about Kolaveri song and its success
• On Twitter, “Kolaveri Di” recorded 179 tweets on the day the video was released officially
by SonymusicIndia. (16 Nov 2011). The rate of tweets for Kolaveri increased by nearly
200% everyday after that and recorded a highest of 14,907 tweets on 24 Nov 2011.
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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„Kolaveri di‟ was first leaked on YouTube around 31 Oct 2011. Here are
some of the fans and their earliest tweets on Kolaveri mania (31 Oct 2011)
Fans intimate Dhanush and Anirudh, the composer on Twitter about the leaked
version.
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Many fans were tweeting even before the official music was released
(Tweets captured on 7 Nov 2011)
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

7. This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Top Discussions
1%
1%
12%
48%
38%
Dhanush, the singer Kolaveri remixes
Meaning of Kolaveri Song composed in 20 minutes !
Rajnikanth and BigB - interactions on Kolaveri
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Along with „Kolaveri di‟ a lot of other videos also went viral. A „Kolaveri
di‟ punjabi version was named “Sharad Pawar slap song” which records
about 9,64,289 views on YouTube as on 1 Dec 2011.
8% 1%
39%
25%
27%
Female version of Kolaveri Sharad pawar slap song
Club le mabbu Remix for Soup boyz
Kolaveri dance by Japaneese
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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People of all ages seem to be discussing about the Kolaveri song on
the online space. Gender demographics show a predominant male
majority.
Age Gender
10%
17%
31%
21%
25%
69%
27%
18 - 24 25 - 34 35 - 44 >45 Male Female Unknown
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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USA records the highest number of online mentions for Kolaveri mania.
Singapore
Malaysia
Japan
Australia
UAE
France
India
USA
0 500 1000 1500 2000 2500
Contact : Vinita Ananth
Mentions are in ‘00 US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Mentions split across the month for top countries
1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011
USA (2.09L) 43.8K 89.8K 75.2K
France (35.7K) 7.4K 15.3K 12.8K
UAE (20.4K) 4.2K 8.7K 7.3K
Top communities who are discussing about ‘Kolaveri Di’ , identified
Students between the ages of 18-30 studying abroad (USA and France)
Latest trend seekers, active online browsers (young and middle aged –USA)
NRIs in UAE
Tamil movie fanatics (mostly men) – UAE and USA
Demographics of communities identified: 64% men and 31%women (5%
unknown)
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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It is interesting to observe that number of mentions for „Kolaveri di‟ is
predominant in North Indian cities.
Mentions
Chandigarh
Ahmedabad
Kolkata
Hyderabad
Chennai
Bangalore
Mumbai
Delhi
0 5000 10000 15000 20000 25000 30000 35000 40000
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Mentions split across the month for top cities
1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011
Delhi (37K) 8K 16K 13K
Mumbai (37K) 7.6K 15K 13K
Chennai (25K) 5.3K 11K 9.2K
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Amul leverages „Kolaveri di‟ song in its ad and got 31100 mentions.
Around 71% of these mentions were positive and praised AMUL.
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook

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Kolaveri T-shirts in demand
Contact : Vinita Ananth
US Phone: 1 (408) 625 7473
India: +91-9731562357
Email: vinita@socialhues.com
Social Hues on Facebook