Sony Music Entertainment: Why this Kolaveri Di?
Brand owner: Sony Music Entertainment
Agency: Jack in the Box Worldwide
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 people, especially men even remotely associated with love.
The problem was larger in terms of getting Indian men (across geographies) interested in a song from a film industry that they are largely unfamiliar with. "Why this Kolaveri Di?" was the answer.