Sony Music Entertainment: Why this Kolaveri Di?

This case study describes how Sony Music, the entertainment company, distributed a song - Kolaveri Di, meaning "murderous rage" - from a Tamil film to a non-Tamil speaking audience in India.

Sony Music Entertainment: Why this Kolaveri Di?

Campaign details

Brand owner: Sony Music EntertainmentAgency: Jack in the Box WorldwideCountry: IndiaIndustry: Entertainment

Campaign background

Usually the producers of Tamil films keep their music under wraps to create curiosity and hype until the day of launch, and then use the music as a tool for marketing their film. The song "Why this Kolaveri Di?" from the movie 3 is in Tanglish, a mixture of Tamil and English, and about a man being tortured by his lover. Hence we recognised an audience beyond just the Tamil-speaking...

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