"OK Maama now tune change-u" - would the composers of the Tamil Song 'Why this Kolaveri Di', from an upcoming film '3', ever imagined that these lines would get true in some terms! With the entire nation tuning itself to the beats of the song, the Indian Institute of Management, Ahmedabad (IIM-A) has adopted it as an inspiration for future marketing managers.
The institute plans to introduce a session on 'Kolaveri Di' as a part of its course on Contemporary Film Industry for business perspective. Faculty Member and coordinator of the course, Mr. Kandaswamy says that he will discuss Kolaveri Di on online tools and social media during his class in December.
According to him this song has created a huge difference in the world of publicity, therefore, a perfect example of Viral Marketing.
"Kolaveri Di", a Tamil phrase, literally means 'Why this rage towards me, girl'. Professors from IIM Rohtak, Bangalore and Lucknow have played the song in their class for discussing its strategy with students.
The entire class started singing the song, the video of which has been posted on social networking sites. Ramya, a student from IIM Bangalore commented on a social networking site that the professor sits along with students enjoying "Real Rage".
Rajeev Kumra, faculty of marketing at IIM Lucknow added that viral marketing is an upcoming area and companies have to be serious about it. The appropriate strategy used by Kolaveri Di can further be used by other companies for leveraging their marketing potential.
The video of this song got transmitted like a virus and people watch it with absolute attentiveness. Till 10.40 AM , the song has recorded 16,127,220 Hits on YouTube! on that day.
A case study named "Project Kolaveri" has been done on the song by Sajal Kumar, a first year post-graduate programme student at IIM Kozhikode. He also designed an online survey for analyzing the marketing success of this song.