Sony Music Entertainment: Why this Kolaveri Di?

Campaign details

Brand owner: Sony Music Entertainment
Agency: Jack in the Box Worldwide
Country: India
Industry: 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 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.