We used Youtube (76% of India's unique visitors in the entertainment multimedia category use it) for hosting the video and Facebook which has 80% of the country's internet users for sharing the song. Twitter was used to identify influencers, initiate conversations and engage the target audience.We recreated the recording session, shot the video, and uploaded the song on Youtube (client's channel) in the early hours of 17 November 2011.Following which the first Facebook post was up and #WhyThisKoloaveriDi was used on Twitter. We tweeted about topical issues that irked people and added the Youtube link along. Whoever could relate to that topic got curious if the video link had anything to do with it. They watched the video, understood the usage of the #tag.Many of those who watched the song either tweeted or shared it, including some celebrities. The #Kolaveri was trending on 20th, 21st and 22nd.

The video has achieved more than 41 million Youtube views across 220 countries. The song was heard and shared not just by our target audience within the country but across the globe.All this online buzz earned media worth 67 million INR (1.4m USD). It was claimed to be the top song of the year by CNN. It also featured in BBC, TIME, Pitchfork, Contagious magazine and Huffington Post, to name a few.Adding caller ring back tone codes ensured that the downloads exceeded 2 million and still counting, yielding revenue for our client even before the album was launched.