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...