“A good advertisement is one which sells the product, without drawing attention to itself.”
That was an advertisement quotation by an English Business man, David Ogilvy. Even the best of the products needs some bit of marketing or Advertisement. One of the best forms of advertisement is the word of mouth advertisement, opinions which are passed from one person to other through oral conventional means. This conventional source has the potential of a wild fire; spreads incessantly without any fuel. Often, wild fires are caused a small spark.
The leading dailies of Chennai carried a front page news on 21st Nov, the new rage of the city- a new song called “Why this kolaveri di”. The song was uploaded to the free videos site, youtube presumably on 16th November and with a short span of five days it received almost 3 lakh hits. Kolaveri is hot topic of most of the twits and blogs for this week. The craze of 3 lakh people would force anyone to peep into youtube and listen to the song at least once. Yes, I have downloaded one on 24th November. By the time I was down loading it, the number of hits was 3,385,025, almost four lakh hits.
What’s the USP of the song? It’s the lyrics, voice and personality of the singer, Dhanush. The lyric is not bounded by a single language or grammar. If fact, the revolutionary idea of this kind, just took six minutes. The lines of these lines are so down to earth and humble. The Tamil language has been elevated to an unprecedented level; even the likes of Amitabh Bachan have started listening to Tamil songs. The voice had almost obliterated my myth; the need of carnatic training to be a singer. Dhanush has proved one core point; it’s the talent and experience. Any body can become a singer; Dhanush has become a Dronacharya to many Ekalavyas. The personality of Dhanush lacks the typical chocolate boy image, his wheatish, slim and not so educated looks pleases the masses. Men folk of TN, find it easy to correlate their own personality with a Dhanush than an Arvindswamy.
On his part Dhanush capitalized on his innocent looks, immature slang and physical characteristics. Most of his successful roles have been the typical, tapoli ones; the Uneducated, poor, not so handsome guy going in for the dream girls. The formula has worked well in all of his first three movies. He had his share of glooms and dooms from his movies of 2004-05, but he manage to managed to make a come back and eventually grabbed a National Award for best actor.
The timing of the release of the song coincided with the release of his new film “mayakam enna” and exit of the shruthi hassan’s “ 7 an arivvu”. A very good attempt to capitalize on the current popularity of the lead actors.A small survey of the youtube videos was made on 24th Nov; the Indian national anthem uploaded on Aug -18 -2006, had 1,958,116 hits. Another version of the anthem sung by a congregation of legends of Indian music, uploaded on July-20-2009, had 43,746 hits. And “The most beautiful speech in all of the American History” the “I have a dream “speech of Dr. King, uploaded on Apr-18-2007, had 119,300 hits. One finds it very difficult to digest the fact, how come a mediocre song like this would have caught the overnight attention of nearly four lakh viewers. Common sense dictates, those hits are artificial and fake ones. The headline news probably could be paid advertisements.
In the end, the episode sold the product 3, its lead actors, Music Director and Producer to us in a single shot in very economical way. No posters, TV or print ads still, the product reached the desired audience. The song was called as soup song, flop song or in short a song for the loser’s. It would have created a greater impact, if it was sung by a real loser-Silambarasan.
That was an advertisement quotation by an English Business man, David Ogilvy. Even the best of the products needs some bit of marketing or Advertisement. One of the best forms of advertisement is the word of mouth advertisement, opinions which are passed from one person to other through oral conventional means. This conventional source has the potential of a wild fire; spreads incessantly without any fuel. Often, wild fires are caused a small spark.
The leading dailies of Chennai carried a front page news on 21st Nov, the new rage of the city- a new song called “Why this kolaveri di”. The song was uploaded to the free videos site, youtube presumably on 16th November and with a short span of five days it received almost 3 lakh hits. Kolaveri is hot topic of most of the twits and blogs for this week. The craze of 3 lakh people would force anyone to peep into youtube and listen to the song at least once. Yes, I have downloaded one on 24th November. By the time I was down loading it, the number of hits was 3,385,025, almost four lakh hits.
What’s the USP of the song? It’s the lyrics, voice and personality of the singer, Dhanush. The lyric is not bounded by a single language or grammar. If fact, the revolutionary idea of this kind, just took six minutes. The lines of these lines are so down to earth and humble. The Tamil language has been elevated to an unprecedented level; even the likes of Amitabh Bachan have started listening to Tamil songs. The voice had almost obliterated my myth; the need of carnatic training to be a singer. Dhanush has proved one core point; it’s the talent and experience. Any body can become a singer; Dhanush has become a Dronacharya to many Ekalavyas. The personality of Dhanush lacks the typical chocolate boy image, his wheatish, slim and not so educated looks pleases the masses. Men folk of TN, find it easy to correlate their own personality with a Dhanush than an Arvindswamy.
On his part Dhanush capitalized on his innocent looks, immature slang and physical characteristics. Most of his successful roles have been the typical, tapoli ones; the Uneducated, poor, not so handsome guy going in for the dream girls. The formula has worked well in all of his first three movies. He had his share of glooms and dooms from his movies of 2004-05, but he manage to managed to make a come back and eventually grabbed a National Award for best actor.
The timing of the release of the song coincided with the release of his new film “mayakam enna” and exit of the shruthi hassan’s “ 7 an arivvu”. A very good attempt to capitalize on the current popularity of the lead actors.A small survey of the youtube videos was made on 24th Nov; the Indian national anthem uploaded on Aug -18 -2006, had 1,958,116 hits. Another version of the anthem sung by a congregation of legends of Indian music, uploaded on July-20-2009, had 43,746 hits. And “The most beautiful speech in all of the American History” the “I have a dream “speech of Dr. King, uploaded on Apr-18-2007, had 119,300 hits. One finds it very difficult to digest the fact, how come a mediocre song like this would have caught the overnight attention of nearly four lakh viewers. Common sense dictates, those hits are artificial and fake ones. The headline news probably could be paid advertisements.
In the end, the episode sold the product 3, its lead actors, Music Director and Producer to us in a single shot in very economical way. No posters, TV or print ads still, the product reached the desired audience. The song was called as soup song, flop song or in short a song for the loser’s. It would have created a greater impact, if it was sung by a real loser-Silambarasan.
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