Why 'Why this Kolaveri' video was a major hit in India?

Discussion in 'Casual Chat' started by samda, Dec 29, 2011.

  1. samda

    samda Member

    I want to talk about this viral video and in general about video marketing.

    Before talking about this, why don't you check out this video that has racked over 29 Million YouTube views as of today.

    http://www.youtube.com/watch?v=YR12Z8f1Dh8

    CNN Best Video of 2011 - http://www.cnn.com/video/?/video/showbiz/2011/12/27/erin-2011-top-song.cnn#/video/showbiz/2011 /12/27/erin-2011-top-song.cnn

    Background
    Tamil (my mother tongue) is spoken by over around 72 million people in India and is one of the official languages in India. This is the first time, a video that was sung by Tamil actor is hit on YouTube. It is a marvelous hit that it has captured print media, television media and even international community like CNN is now honoring this video.

    Alright, this video was sung as a promotion activity of an upcoming Tamil film '3'. It's a romantic love story.

    This song was sung in a manner of asking questions to a girl friend who has deserted the true love of a guy. One may think this song is yet another Indian song, but why did it get viral? Let's see.

    Why, Why Kolaveri went viral?
    1) As many know, content is king. Golden content always gets shared and it spreads by WoM. So, this particular song is really nice to hear. As a matter of fact, some of my US friends, even though they couldn't understand this song completely, never missed to tap their feet when hearing it. Especially I love the beat that comes in the middle of the song.
    2) Language - Language is definitely a barrier for this kind of virality especially if it is focussed on regional theme. Here is where the song makers were clever and created this song in English with Tamil flavor. Hence all over India and the world community could sing this song without any barrier.
    3) Uniqueness - Well this is the first time any movie promotion is done on Youtube in South India. Even though this may be common in Hollywood, this is new to Indian filming community. I am sure this will be copied / followed by many folks, but first entry is always appreciated.
    4) Social Media virality - This video has got viral with very less promotion from the song directors. In fact most of the traffic has come from Facebook and Twitter where people have shared this multiple thousand times.
    5) Music has no language ! - In fact for any one who is thinking of creating viral videos, should think of music as it has the ability to attract people of all cast / creed and color.

    In CNN
    To add feature in the cap, few days back CNN named this video as the Best Video of 2011....!!! The song director and actor who sung this song said they never ever dreamt of this song getting so much hit with Millions of YT views.

    Did you understand this song? Did you like this song? I would love to hear thoughts from folks who are in other parts of the world and who are hearing this song for the first time.

    To Everyone - Have a prosperous New Year 2012 !

    Sam
     
  2. Vishal P. Rao

    Vishal P. Rao Administrator Staff Member

    Frankly speaking I didn't like this song very much, however, my son is crazy about it! He just heard it once on FM and he liked it very much [​IMG]
     
  3. Just2EZ

    Just2EZ Moderator

    I find it a very depressing song.
    Maybe the 29 million viewers are depressed jilted lovers?
    Reminds me of some country music in the US, drunken rejection songs.
    Point taken, there is a market for almost anything.
    I prefer uplifting music and lyrics.
    To each his/her own.
     
  4. Just2EZ

    Just2EZ Moderator

    samda: Did you understand this song? Did you like this song? I would love to hear thoughts from folks who are in other parts of the world and who are hearing this song for the first time.
    Sorry Sam, didn't mean any disrespect to the Tamil people by my answer.
    The actor got his start playing a jilted lover so that is a major fan base.
    Add in the other famous personalities and you have the ingredients for sharing.
    Many probably watched it for the people in it more than the music.
    If the actor was unknown it probably would not have gotten as far.

    p.s. it does not sound like country music, bad comparison by me.
     
  5. samda

    samda Member

    Vishal P. Rao: Frankly speaking I didn't like this song very much, however, my son is crazy about it! He just heard it once on FM and he liked it very much

    At first site, even I din't like it Vishal. But it has got through so many peoples' heart. Many of my US friends sort of liked it. Then I coped up with it. Glad that your son liked it! For some reason I always don't seem to be impressed by these viral videos at first site [​IMG]

    Just2EZ: Sorry Sam, didn't mean any disrespect to the Tamil people by my answer.
    The actor got his start playing a jilted lover so that is a major fan base.
    Oh, no, Jimmy! I didn't took it as disrespect. With no music background, I can tell understand your thought process. However it just got hit by WoM. No big marketing has been done I guess. These kind of beat songs are quite famous in our country. However US music and songs are in a different level by itself.

    Pettter: Hmm... Interesting; i saw this video on very popular site among Slovenia people (24ur.com). Maybe some major event behind the scene caused so much people listening this song/video?

    Nice to see 24ur covered this.
     
  6. Just2EZ

    Just2EZ Moderator

    samda: by WoM. No big marketing has been done
    Imagine 29 million lined up to see the movie "3" when it comes out.
    Whatever they did to get that song viral is going to fill the theaters.
     
  7. Vishal P. Rao

    Vishal P. Rao Administrator Staff Member

    samda: At first site, even I din't like it Vishal. But it has got through so many peoples' heart. Many of my US friends sort of liked it. Then I coped up with it. Glad that your son liked it!
    I now get what you are telling. After hearing repeatedly (because of my son), I'm sort of liking it now [​IMG]
     
  8. samda

    samda Member

    Just2EZ: Imagine 29 million lined up to see the movie "3" when it comes out.
    Whatever they did to get that song viral is going to fill the theaters.

    Absolutely, the film is going to be a blockbuster for sure.

    Vishal P. Rao: I now get what you are telling. After hearing repeatedly (because of my son), I'm sort of liking it now

    Welcome to the club, Vishal !

    I got the same feeling for 'Waka Waka' song. I never liked it at the first sight. Later it went through my heart... For some reason, my mind handles all most every viral video in this manner [​IMG]
     
  9. wateyme

    wateyme Guest

    I also watch this video song and it's really very good and popularity of this song is high.
     

Share This Page