Sony Music

Why This Kolaveri Di

Objective

It's a song from a Tamil movie '3' which had to be popularized across India; a land of 22 different languages, officially that is.

IDEA

We observed that everyone loves to crib on social media. So...we cribbed too! We vented about everything under the sun along with #WhyThisKolaveriDi and added the link to the song's video. The #tag was a line from the song, which means 'Why This Murderous Rage'. People watched the video and got hooked to the word 'Kolaveri'.

RESULTS

A million tweets and 3.6 million+ Facebook shares resulting in...

Sony Music

Why This Kolaveri Di