Tamil Film industry, just sometime back, was dominated by a family and their media groups. Almost every other movie was either nephew's or elder son's son or the younger one's. As the regime changed, that seemed to have changed.
Thankfully, I am not writing about politics in the industry. In that regime, the marketing of movies was high decibel campaigns in the TV and FM channels belonging to the family. Everything seemed to be just the same.
In that sense, Kolaveri Di is an innovation in movie marketing. Of course, it is a good product if not great. The music is catchy, the lyrics are easy to understand. It is not a Tamil song, just Tamil in thought. Of course, some may say that there is hardly anything in the song, but maybe that is the reason why it is so successful.
Mani could re-learn about segmenting the market. Despite the fact that the channel chosen by the Kolaveri team was Internet, it certainly was first aimed for Tamilians. The sales team includes Super Star's daughter & son-in-law, and Kamal Hasan's daughter, faces that every Tamilian recognizes and adores. The song has successfully managed to cross the chasm of cultural barrier and has become a phenomenon.
As a Tamilian, it does feel proud that the song is a national favorite. And, of course, we might in the coming days, see more innovations in film marketing as Kolaveri Di has set a new benchmark in promoting movies.
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