Kolaveri di dec 2011 revised
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This document is proprietary and confidential. Reproduction prohibited. Contact : Vinita Ananth US Phone: 1 (408) 625 7473 India: +91-9731562357 Email: [email protected] Social Hues on Facebook Why this Kolaveri Di? 16 th Nov 2011 – 2 nd Dec 2011
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Kolaveri Di’, the hip ‘Tanglish’ soundtrack of the yet to be released Tamil movie 3 starring Dhanush, has found success beyond expectations on the social networking space. The buzz started on Nov 1st, nearly a fortnight before the official release of the song and the publicity was global. Kolaveri marked a new trend in the online industry, receiving nearly 15 million views on YouTube, being the first ever Indian video to receive that many hits. With social media being positioned as a mainstream marketing tool, the makers of the song too benefited in terms of publicity and revenue. Our research on ‘How Kolaveri went viral’ was featured on Livemint
Transcript of Kolaveri di dec 2011 revised
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Why this Kolaveri Di?
16th Nov 2011 – 2nd Dec 2011
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Report Overview• This report is to understand the virality of ‘Kolaveri Di’ song on
the Internet space• Keywords tracked:
– ‘Kolaveri’ , ‘Kolaveri Di’
• Time period: – 16 Nov 2011 – 1 Dec 2011
• Our research comprises of mentions from:– Social Media: Facebook, Orkut, Google+, Discussion forums and other consumer
forums
– Blogs: Personal blogs, Company blogs, Industry blogs and Classifieds blogs
– Video: YouTube, metacafe, vimeo, Dailymotion and other top video sites
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
• Around 7 Lakh mentions captured in just 15 days
• Facebook accounts for nearly 80% of social media mentions for ‘Kolaveri Di’ , followed by Twitter and YouTube
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Total number of mentions = 6,94,169
16th Nov - 20th Nov 21st Nov - 25th Nov 26th Nov - 30th Nov0
20000
40000
60000
80000
100000
120000
140000 1.2 Lakh1.1 Lakh
Microblogs Blogs Social media Videos
• On Nov 25 2011, nearly 138 blogs mentioned about Kolaveri song and its success
• On Twitter, “Kolaveri Di” recorded 179 tweets on the day the video was released officially by SonymusicIndia. (16 Nov 2011). The rate of tweets for Kolaveri increased by nearly 200% everyday after that and recorded a highest of 14,907 tweets on 24 Nov 2011.
Peak of mentions
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Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
‘Kolaveri di’ was first leaked on YouTube around 31 Oct 2011. Here are some of the fans and their earliest tweets on Kolaveri mania (31 Oct 2011)
Fans intimate Dhanush and Anirudh, the composer on Twitter about the leaked version.
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Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Many fans were tweeting even before the official music was released (Tweets captured on 7 Nov 2011)
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
48%
38%
12%
1% 1%
Top Discussions
Dhanush, the singer Kolaveri remixes Meaning of Kolaveri
Song composed in 20 minutes ! Rajnikanth and BigB - interactions on Kolaveri
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Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Along with ‘Kolaveri di’ a lot of other videos also went viral. A ‘Kolaveri di’ punjabi version was named “Sharad Pawar slap song” which records about 9,64,289 views on YouTube as on 1 Dec 2011.
39%
27%
25%
8% 2%
Female version of Kolaveri Sharad pawar slap songClub le mabbu Remix for Soup boyzKolaveri dance by Japaneese
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Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
People of all ages seem to be discussing about the Kolaveri song on the online space. Gender demographics show a predominant male majority.
31%
27%
25%
17%
Age
18 - 24 25 - 34 35 - 44 >45
69%
21%
10%
Gender
Male Female Unknown
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
USA records the highest number of online mentions for Kolaveri mania.
USA
India
France
UAE
Australia
Japan
Malaysia
Singapore
0 500 1000 1500 2000 2500
Mentions are in ‘00
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Mentions split across the month for top countries
1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011
USA (2.09L) 43.8K 89.8K 75.2K
France (35.7K) 7.4K 15.3K 12.8K
UAE (20.4K) 4.2K 8.7K 7.3K
Top communities who are discussing about ‘Kolaveri Di’ , identified
Students between the ages of 18-30 studying abroad (USA and France)
Latest trend seekers, active online browsers (young and middle aged –USA)
NRIs in UAE
Tamil movie fanatics (mostly men) – UAE and USA
Demographics of communities identified: 64% men and 31%women (5% unknown)
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
It is interesting to observe that number of mentions for ‘Kolaveri di’ is predominant in North Indian cities.
Delhi
Mumbai
Bangalore
Chennai
Hyderabad
Kolkata
Ahmedabad
Chandigarh
0 5000 10000 15000 20000 25000 30000 35000 40000
Mentions
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Mentions split across the month for top cities
1 – 10 Nov 2011 11 – 20 Nov 2011 21- 30 Nov 2011
Delhi (37K) 8K 16K 13K
Mumbai (37K) 7.6K 15K 13K
Chennai (25K) 5.3K 11K 9.2K
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Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Amul leverages ‘Kolaveri di’ song in its ad and got 31100 mentions. Around 71% of these mentions were positive and praised AMUL.
This document is proprietary and confidential. Reproduction prohibited.
Contact : Vinita AnanthUS Phone: 1 (408) 625 7473India: +91-9731562357Email: [email protected] Hues on Facebook
Kolaveri T-shirts in demand
