This study analyzes the current Kolaveri Rage, the award winning campaign Indian Panga League by Virgin Mobile and the Zoozoo's Campaign by Vodafone to find out why these campaigns were unforgettable and lovable in their own ways. Upload your own case studies @ http://www.afaqs.com/news/case_studies/upload.html To request download, contact us at +91-120-4190721 or casestudies@afaqs.com Browse through more case studies @ http://www.afaqs.com/news/case_studies/index.html

1. Popularization and Potential of Viral
Marketing

2. Essence
 Innovation in marketing and its techniques is what makes or breaks a brand. Marketers
need to break the clutter and give the audience something they would want to watch,
interact with and share. ‘Viral’ campaign helps you do the same, create an impact and
reach out to a wider audience in the shortest possible time. And all of this at a fraction
of cost as compared to traditional advertising
 Going the viral route allows a marketer to explore the social networking potential of his
target audience which is witnessing a growth rate of almost 100% and is expected to
reach 45 million users by 2012. Also, with the advent of smart phone technology and
tablets, the internet usage on mobile devices has touched a new high. Marketers
recognized this and it is the reason why they are keen on using social media platforms to
leverage the viral content. Marketers need to move beyond the tried and tested formula
and surprise their TG with innovative concepts. The key to a Social Media Viral campaign
is the message that needs to be compelling and interesting enough for a viewer or
participant to share it with a friend
Case Study
 MindShift Interactive analyzes the current Kolaveri Rage, the award winning campaign
Indian Panga League by Virgin Mobile and the Zoozoo’s Campaign by Vodafone to find
out why these campaigns were unforgettable and lovable in their own ways

3. Why This Kolaveri Di – The Soup Song
 A song created by a 21-year-old
debutant music composer, written and
sung by Tamil actor, Dhanush as a part
of their upcoming movie, 3 and shot in
the recording studio itself has received
more than 7 million views in less than a
week. The situation of the song is
based on love failure and how a
Tamilian boy expresses his emotions in
a Tamil-English song
 USP : its attitude, lyrics and the
humorous connect

4. Indian Panga League – Virgin Mobile
 Hundred viral videos were shared on the YouTube Channel of Indian Panga League.
Videos of loyal fans of IPL Teams taking Pangas with each other via STD calls were
recorded and shared online. Indian Panga League became the most talked about
campaign, as their YouTube Channel became one of the fastest growing channels in
India, without any media spend backing the campaign
 USP: video content, regional connect and its association with cricket

5. ZooZoos by Vodafone
 ZooZoos, the white lovable creatures that appeared in the second season of Indian
Premier League were created to promote the value added services of Vodafone. The
campaign went on to win accolades from the Indian audience as well as the advertising
agencies. O&M had stated that there was no science to the name “ZooZoo” and that it
had to be something fun, memorable
 USP : Innocence of the ZooZoos; they laughed aloud, cried and had a child like simplicity
around them, thus making it one of the most unforgettable brand campaigns

6. Social Media Viral factors
Expect the Unexpected: The Kolaveri Video has won a YouTube Gold Award for getting the
most number of daily hits. It managed to score more than 20 million views and managed to be
the trending topic for more than a week in India and other countries. But this is not what the
team expected, while recording the song. And the same goes for the makers of Indian Panga
League and Zoozoo’s. As they were ideating a simple, fun and innovative concept in sync with
their campaign that would be appreciated by the masses. Funny concept and simple execution
remained the X factor in the above campaigns
Originality and unexpectedness are the superpowers in the viral race.

7. Beyond One Language: Cricket is a religion in India, and it was hilarious
when we had all the loyalists from different parts of the country defending
their IPL team via STD Calls. There were Pangas taken on phone, Punjab Vs
Rajasthan; Mumbai Vs Delhi and much more that too in desi style and a mix
of regional languages. The Soup Song was the first song in history of regional
music, to be aired on Radio Channels and Music Channels across India, thus
strengthening the concept that regional innovations with a mix of global
touches, does add to the concept
Sense of Humour: Your concept needs to be funny enough to go viral. Has it
got a unique sense of humour? Is it easily available online? Can I share it with
my friends? Are some of the questions that the marketers need to consider.
The YouTube channel of Indian Panga League was one of the trending
channels during the second season of IPL, whereas the Soup Song has
already garnered more than 20 million views on its official video. Be it the
regional fights between cricket lovers, an emotional song by a Tamil boy for
his lover or the funny look or expressions on ZooZoos, they all possessed a
sense of humour. If it’s funny, it got to be viral

8. Keep it Simple Silly: It isn’t rocket science to understand what people are
looking for. People are looking for entertainment, and it need not be
complicated always. What made Zoozoo’s endearing was that they were
innocent people living in a simple world unlike ours, who laugh loud when
they laugh and look sad when they are. With over 2.5 million fans on their
Facebook page, Zoozoos still seem to be a part of our daily lives. The same
works for the Soup Song, where the lyrics and the feelings in the song can
be understood universally, in spite of it being a Tamil-English combination
Youth Connect: When a boy sings about his love failure experience,
almost all the guys in the world can relate to his plight. And all the
women would have a curious look at the video, with a sense of empathy
or sympathy. Thus connecting with the youth. It is an experience that
connects the video with the user. When the Zoozoos enacted our daily
lives on the TV screens, we got touched, when the youth took pangas and
spoke in their youth diction, we noticed and when a Tamil guy narrated
his story in part Tamil and English, we laughed

9. Trend Forecasting
 Social Media will help to connect the links between the brands and the consumer via
effective integration of right platforms and strategies at the right time. Social Media
Monitoring will help the brand analyze the sentiments and the feedback of its consumer,
and communicate the same to its marketing team. Brands will also realize the
importance of Reputation Management and Response Management, to develop an
engagement model with their online users and respond to positive or negative feedback.
High recall - when you watch something you like, there are chances of higher. Sharing
information merges with platforms such as Facebook and twitter to multiply its outreach
capability
 High ROI - The investment on videos may not necessarily be very high, as long as you
know how to put the ideal mix of humour, wit & the message across. Find an oomph
factor, club it with a few experts who know how to get your social audiences speaking to
you, and your video will be assured with virality. A perfect example of Integration is ‘The
Soup Song’, where the song went viral on social media and then was also aired on Radio
Stations and Television Channels, catering to the demand of the audience worldwide. A
larger acceptance will be seen in 2012, where social media virals will be integrated with
alternate marketing channels
 The coming year will also highlight the impact of Influencers as compared to the number
of fans/followers the brand generates. Identification of these influencers and rewarding
them for their efforts will become an important aspect in the long run

10. Case Study by:
http://mindshiftinteractive.com/#!/home

11. C S S UD E
A E T IS