A presentaion made by me on Kolaveri Di and how important is viral marketing in todays business scenario... This presentaion has a brief of Viral Marketing and the success of Kolaveri Dii and what it has achieved till date...How the media has covered it and how companies are cashing in by the success of Kolaveri di.. I hope this is of help...

1. Presentation on Kolaveri Dii and How useful is Viral
Marketing
Presented By:
Vineeth Salian
201107
Durgadevi Saraf Institute of Management Studies
Mumbai

3. Presented By:
Vineeth Salian
201107
DSIMS,Mumbai
MMS- 4th Semester

4. Viral marketing
• Viral marketing describes any strategy that
encourages individuals to pass on a marketing
message to others, creating the potential for
exponential growth in the message's exposure and
influence.
• Like viruses, such strategies take advantage of rapid
multiplication to explode the message to thousands,
to millions.

5. Information
• Viral marketing depends on a high pass-along
rate from person to person.
• If a large percentage of recipients forward
something to a large number of friends, the
overall growth snowballs very quickly.
• If the pass-along numbers get too low, the overall
growth quickly fizzles.

6. Viral Marketing Viral advertising, or
Marketing buzz
• These are buzz words referring to marketing
techniques that use pre-existing
social networks to produce
- Increases in brand awareness
- Or to achieve other marketing objectives such as
product sales
• Can be delivered by
- Word of Mouth
- or enhanced by the network effects of the Internet

7. Viral marketing may take the form of
• Video clips
• Interactive Flash games
• Advergames
• Ebooks
• Brandable software
• Images
• Text messages

8. Marketers Goal
• The ultimate goal of marketers interested in
creating successful viral marketing programs is
to create viral messages that appeal to
individuals.

9. Viral Marketing

11. Elements of a Viral Marketing
Strategy
• Gives away products or services
• Provides for effortless transfer to others
• Scales easily from small to very large
• Exploits common motivations and behaviors
• Utilizes existing communication networks
• Takes advantage of others resources

12. 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 and English
general slangs used in India. This 4:08 minute soundtrack and
background score is composed by Anirudh Ravichander

13. 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.”

15. 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.

16. Cont……
• 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.

17. 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.
• Boy is asking the girl continuously, “Why are you
angry? Why are you angry with me?
• Director said, Song is mainly for bath room singer.

18. 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.

19. • Kolaveri Di is a perfect case of viral marketing, which has created a
huge difference in the world of publicity.”
• 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.

20. • We were discussing in class how the beautiful strategy used by
Kolaveri Di can be used by company to leverage their marketing
activities.
• A first year post-graduate programme student at IIM Kozhikode, has
done a case study on the song, calling it Project Kolaveri.

21. Kolaveri and Youth Energy:
• 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.
• The 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.

22. Kolaveri – Example of ViralMarketing
• Magic of Kolaveri lyrics
• Video footage
• Refreshing Sound
• Common phenomenon
• Use of All social networks
• Production by Celebrity

23. T-Shirts

25. Advertisements

26. Advertisements

48. Lessons in Viral Marketing
• Broadcast Yourself”
It is lot more than just A Viral concept need not be
Rocket Science…. Sometimes… Its just a simple
idea, captured right.
• Contagious”
A good Viral is highly contagious. You don’t need to
promote it. A good viral spreads by itself.

49. Cont….
• You Don’t Have to Spend to Get Noticed
To spread the word out, you need not burn a hole in
your pocket and promote things like crazy
• Gaining a good amount of attention on-line Will attract
the other traditional media towards your story. The
viral was covered in leading News Channels &
Newspapers

50. An Online Viral can spill over offline…
Gaining a good amount of attention on-line will attract the
other traditional media towards your story

51. In the News
• Techzone director Naveen Bhandari said, “Kolaveri has
generated huge revenues and has become a success for
Techzone and the telecom industry.
• Out of the total bollywood download market regional content
is 25%, but with Kolaveri Di they have achieved 40% of the
market.”

52. Viral Marketing
Not Using It Could Kill Your
Business!