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Why this Kolaveri Di?

16th Nov 2011 – 2nd Dec 2011

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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

– Twitter

– Blogs: Personal blogs, Company blogs, Industry blogs and Classifieds blogs

– Video: YouTube, metacafe, vimeo, Dailymotion and other top video sites

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• 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

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Total number of mentions = 6,94,169

• 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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‘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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Many fans were tweeting even before the official music was released (Tweets captured on 7 Nov 2011)

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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.

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People of all ages seem to be discussing about the Kolaveri song on the online space. Gender demographics show a predominant male majority.

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USA records the highest number of online mentions for Kolaveri mania.

Mentions are in ‘00

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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)

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It is interesting to observe that number of mentions for ‘Kolaveri di’ is predominant in North Indian cities.

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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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Amul leverages ‘Kolaveri di’ song in its ad and got 31100 mentions. Around 71% of these mentions were positive and praised AMUL.

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Kolaveri T-shirts in demand