‘Kolaveri’ makes it to Time magazine

Source  : Manigandan K R : Express News Service :  : 07 Dec 2011 01:30:43 

Anirudh, who is making his debut as a music director with ‘3’, couldn’t have asked for a better start to his Kollywood career. For, ‘Kolaveri...’, the very first song of his first film, has now started winning awards, after having taken the nation by storm.

Yes, ‘Kolaveri’ has just won the YouTube Gold award, which is presented to viral videos from across the world. Beams Anirudh, “It is true. The record label has received official intimation. I don’t know if they will have a function to present the award but yes, ‘Kolavari’ has been chosen for the award.”

And that’s not all.

An article on the song, the lyrics of which have been penned by Dhanush, has also been featured in this edition of the Time magazine. Get Anirudh to react to this piece of information and he smiles yet again. “I’m not sure about this fact but someone I know told me that it is after 20 years after it featured a story on Roja that the magazine is running such a story again,” says Anirudh.

Roja?

The similarities are hard to miss. Will he turn out to be another Rahman and Anirudh responds immediately, “Oh no, Rahman sir is my inspiration. I will happily retire if I manage to accomplish even five percent of what Rahman sir has achieved. I’m just one song old and have a long way to go.”

The song’s success has lifted the spirits of the entire team of ‘3’.

Tweeted Dhanush, “To all my north Indian Kolaveri fans, thanks for receiving a Tamil song with a warm heart and making it a global song. God bless.”

"Why This Kolaveri Di" An Inspiration for Marketing Managers - IIM-A

Source : MBA Club India : 05 December 2011

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.

"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!
 

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 the 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.
 

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.