Kolaveri
Di
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Objective
To effectively capitalize on Sony Music’s leaked sound track.
Solution
We created am official version of the song and released it within 24 hours. Leveraging the might of digital, we conceptualised a series of conversation drivers that made Kolaver Di a viral sensation.
Result
$0
Spent to advertise the most popular song of 2011
10M+
Organic impressions on Twitter
177M+
Video views on YouTube
2M+
Caller Back Tune Downloads
$ 67M+
Earned media
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