Kolaveri Di – Reactions From Outside The Internet

It is an Internet phenomenon alright. It has already crossed 20 million YouTube views. Spin-offs have started, and we know there will be many more of them. But has Kolaveri Di managed to cross over? Has it managed to cross the ever-porous boundaries of the Internet to become a mass phenomenon in India, and in particular, in the Hindi markets?

The topic being of immense interest to the entertainment business in general, and to us at Ormax Media in particular, we have been collecting data on the same. Here are some key consumer findings.

Kolaveri Di first featured on our weekly music charts (Heartbeats) on November 30. The charts are created basis consumer research in the Hindi markets, amongst music listeners and viewers. The only non-Bollywood song on Heartbeats till date has been “De Ghuma Ke” (ICC World Cup 2011 Theme Song). But that song never entered the Top 20. Kolaveri Di debuted at no. 11. It subsequently moved up to no. 7 this week (December 7). If the trend continues, we may see it in the top 5 next week.

We also asked all the music consumers at an aided level, if they have know of a song called Why This Kolaveri Di. They had to choose from one of the three options given to them. The table below captures the findings.

Options

Nov 30

Dec 7

Know of the song and have seen/ heard it too (%)

23

46

Know of the song but have not seen/ heard it (%)

29

34

Don’t know of the song at all (%)

48

20

As we can see, the reach of the song has doubled within a week. Remember, this is amongst a mass Hindi audience. Incredible!

We also asked those who had heard the song (23% & 46%) what they thought of it. Some of the responses are quite fascinating, and make for insightful and entertaining reading. A select set of such responses are given below (verbatim):

“Mujhe abhi tak iska exact meaning toh nahin pata hai but woh shaayad ek ladki ke liye dedicate kiya hai.”

“Gaana achha laga, kyunki ismein hai ki mujhe dhokha kyon diya?”

“Naya music hai, uske jo emotions hai woh achhe hain. Jo dreams mann ke hote hain jaise, waisa bataya hai.”

“Tuning achhi hai, background music is very nice. Kuch samajh nahin aaya, phir bhi yeh simple hai.”

“Bahut easy language hai. Samajhne mein mushkil nahin hai. English aur Tamil dono hai aur remix bhi achha banaya hai.”

“Jo reality mein hota hai relationship mein woh iss gaane mein bataya gaya hai.”

“Basically mujhe yeh gaana achha laga. Maine iska promotion yahoo par dekha tha aur pura article padh liya tha ki sirf unhonein 20 minutes mein poora song banaya tha.”

“Funny song hai aur Dhanush bahut cute lag raha hai”

“Gaana maine first time Zoom par dekha tha. First time mein hi maine feel kiya ki yeh bahut hi achha gaana hai, isliye maine bluetooth par dekha toh 50 lakhs public ne like kiya hai. Hamare mega star Amitabh saheb ne bhi pasand kiya hai gaana. Bhale hi gaane ka kuch sense nahin hai, toh bhi mujhe kya? Sun-ne mein achha laga aur All India ki public ko achha laga hai.”

“Kolaveri, iss word ka matlab maloom nahin hai, lekin jo singer gaa raha hai, woh dil ko feel hota hai, isliye song achha lag raha hai.”

“English words use kiye hain usne, lekin apni Tamil language ke style mein bole hain woh English words. Baaki Rajinikanth ke relation mein hai, isliye famous hai.”

“Lyrics thode different hain. Mujhe pata hai ki sad song hai, lekin kisi bhi angle se sad song nahin lagta.”

Watch out for an update post in two weeks!

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About Shailesh Kapoor

Founder & CEO - Ormax Media. Film Lover. Media Insights Detective. Budding Author. Lifelong Student.
This entry was posted in Films, Music and tagged , , , , . Bookmark the permalink.

4 Responses to Kolaveri Di – Reactions From Outside The Internet

  1. Pingback: Kolaveri – The phenomenon | Sandeepish

  2. harsht says:

    Shailesh,
    Interesting to see that Online Success correlates well with wider buzz in this case. But I think for things that go this crazy, we do expect that – I mean all newspapers had articles on it, tv news channels were talking about it etc!
    The reverse is also true. For example Big Boss or KBC trend on twitter. This reinforces that niche audiences also spend their time consuming hits ( unlike being lost in microcultures as The Long Tail theory suggests)
    But I think looking at this correlation for moderately successful products would be interesting. I think we may find India’s digital divide to a real divide there. A lot of Internet memes that offline world doesn’t know of. And a lot of moderately successful traditional media products that get no online buzz!

    Have some data on those?

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