| Title | WHY THIS KOLAVERI DI |
| Brand | SONY MUSIC ENTERTAINMENT INDIA |
| Product / Service | WHY THIS KOLAVERI DI SONG FROM THE MOVIE 3 |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| Entrant Company: | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| DM/Advertising Agency: | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| 2nd DM/Advertising Agency: | SONY MUSIC DIGITAL MARKETING TEAM Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sreekanth Dass | Jack In The Box Worldwide | Creative Strategist |
| Narjes Golaftab | Jack In The Box Worldwide | Business Manager |
| Prashanth Challapalli | Jack In The Box Worldwide | Business Head |
| Samit Malkani | Jack In The Box Worldwide | Creative Director |
| Varun Bhonsle | Jack In The Box Worldwide | Editor |
| Krishnaa Gada | Jack In The Box Worldwide | Graphic Designer |
| Roopak Saluja | Jack In The Box Worldwide | Managing Director |
| Ashok Parwani | Sony Music Entertainment India | Associate Director |
| B.kaushik | Sony Music Entertainment India | Digital Operations |
| Sanujeet Bhujabal | Sony Music Entertainment India | Director - Marketing |
| Rohan Jha | Sony Music Entertainment India | General Manager - Media/Promotions |
| Poonam Nikam | Sony Music Entertainment India | Dgm - Communications |
| Shridhar Subramaniam | Sony Music Entertainment India | Managing Director - India/Middle East |
The client's brief was clearly to create a buzz around a song from the Tamil movie '3'.On hearing the track 'Why This Kolaveri Di', we identified that the song would appeal to an audience beyond the regular viewers of Tamil cinema. Hence we set an objective to get this track heard, shared and downloaded by even the non-Tamil speaking audience, pan India. The challenge however was to make the target audience, that spoke umpteen different languages and had no inclination towards Tamil cinema, spread across India want to hear a song from a Tamil movie in the first place.
Social media was used to launch and promote the song, breaking the conventional method. Comscore suggested that Youtube (consisting 76% of India's unique visitors in the entertainment multimedia category) was the place to host any form of video content. Facebook which has 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 target audience with the brand. We connected the song (about a young man venting about his lover) to the people, irrespective of language, using the insight that everyone loves to crib on social media
We recreated a candid making video added subtitles for non-Tamil speaking audience and also caller ring back tone code to make money from downloads. Then uploaded it to our YouTube channel. People, irrespective of language, love to crib on social media. So we started tweeting topical issues with #WhyThisKolaveriDi, which can be used in any situation which irked them. Along with the #tag, we attached the YouTube link to the song. Those who related to the topic of the tweet, watched the video, vented using the #tag & shared the song. Thus a Tamil song broke all language barriers.
#Kolaveri was trending in India on twitter within 5 days. Over a million tweets, 3.6 million+ Facebook shares and 14k+ subscribers were added to the client's YouTube channel, within a month. The video has more than 41 million views across 220 countries and is claimed to be the top song of the year by CNN. All this on-line buzz earned media worth 67 million+ INR. 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. Thus a Tamil song broke all language barriers.