Those who related to the topic of the tweet got curious whether the video link had anything to do with it. Along with the #tag, we attached the link to the song. We started #WhyThisKolaveriDi, which was a line from the song that could be used when one was irked by some situation or someone. YouTube, consisting 76% of India’s unique visitors in the entertainment multimedia category was used to host the video.įacebook (80% of the country's internet users) was used to accentuate sharing while Twitter was used to initiate conversations, discover the song and engage the TG with the brand.
Recreated a candid making video, added subtitles for non-Tamil speaking audience and also caller ring back tone code to make money from downloads. Thus a Tamil song broke all language barriers. The caller ring back tones downloaded has exceeded 2 million and still counting, this meant huge revenue for the client even before the audio CD's release. All this on-line buzz earned media worth 67 million+ INR. The video has more than 41 million views across 220 countries and is claimed to be the top song of the year by CNN. Over a million tweets, 3.6 million+ Facebook shares and 14k+ subscribers were added to the client's YouTube channel, within a month.
#Kolaveri was trending in India on twitter within 5 days.