Is There Concept of Viral Marketing Behind the Success of Kolaveri Di?

Abstract

The soup song has become an anthem for the future managers of the country. The Indian Institutes of Management (IIMs) are treating the popular song Di from an upcoming Tamil film 3 as a classic example of viral marketing. The song has got success beyond anyone’s expectation. Months after its release, it is still being given more airtime than any political issue, movie and cricket matches. Kolaveri di redefined viral marketing and it brought to light viral marketing in a broader sense to the world market. The song broke out to turn a spark into a massive fire. Marketing campaigns can never ignore the role of internet. Marketing campaigners now should start thinking to develop promotional activities for the social media too. We cannot say that 'Kolaveri Buzz just happened, in an unusual manner by chance. The audience was the strength of the song that was tired of listening songs crafted in typed surroundings with the lyrics that are either emotional or vulgar. This became a simple song that having no pretension of being a song may well appeal to every class of audiences. The Soup Song had its audience cut out and the penetration was extremely strategic, appealing to the people who had a high expectation of presenting and conveying the message in their communications with others over a short time. That is why it’s linkage with viral marketing has been a matter of discussion. On the other hand, the song is also a exact example of Earworm phenomenon. The present paper explains the concept of viral marketing and analyzes the Di song with this perspective.