Sony Music Entertainment Case study WHY THIS KOLAVERI DI by Jack in the Box, SONY MUSIC DIGITAL MARKETING TEAM Mumbai

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WHY THIS KOLAVERI DI

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Industry Electronic Devices & Home Appliances
Media Case study
Market India
Agency Jack in the Box
Agency SONY MUSIC DIGITAL MARKETING TEAM Mumbai
Released June 2012

Awards

Spikes Asia 2012
Media Best Use of Social Media Marketing Silver

Credits & Description

Type of Entry Media: Use of Media
Category Best Use of Social Media Marketing
Title WHY THIS KOLAVERI DI
Advertiser/Client SONY MUSIC ENTERTAINMENT INDIA
Product/Service WHY THIS KOLAVERI DI SONG FROM THE MOVIE 3
Entrant Company: JACK IN THE BOX WORLDWIDE Mumbai, INDIA
Advertising Agency: JACK IN THE BOX WORLDWIDE Mumbai, INDIA
2nd Advertising Agency: SONY MUSIC DIGITAL MARKETING TEAM Mumbai, INDIA
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 Pvt. Ltd. Associate Director
B.kaushik Sony Music Entertainment India Pvt. Ltd. Digital Operations
Sanujeet Bhujabal Sony Music Entertainment India Pvt. Ltd. Director - Marketing
Rohan Jha Sony Music Entertainment India Pvt. Ltd. General Manager - Media/Promotions
Poonam Nikam Sony Music Entertainment India Pvt. Ltd. Dgm - Communications
Shridhar Subramaniam Sony Music Entertainment India Pvt. Ltd. Managing Director - India/Middle East
Results and Effectiveness:
#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.
Creative Execution:
Recreated a candid making video, added subtitles for non-Tamil speaking audience and also caller ring back tone code to make money from downloads. YouTube, consisting 76% of India’s unique visitors in the entertainment multimedia category was used to host the video. Facebook (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. We started #WhyThisKolaveriDi, which was a line from the song that could be used when one was irked by some situation or someone. Along with the #tag, we attached the link to the song. Those who related to the topic of the tweet got curious whether the video link had anything to do with it. They clicked the link, watched the video, understood the meaning & got addicted to the word 'Kolaveri' and started using the #tag while venting.
Insights, Strategy and the Idea:
The client's brief was 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. The song was about a man venting about his lover. So we connected the song to the TG based on an insight that people, irrespective of language, love to crib on social media. The decision to use social media to launch and promote the song was alien to the Tamil film industry.