Since I’m a part of the Delhi 6 group on Facebook, I got a mail today about a video addition. The Delhi 6 song, ‘Masakkali’ sung by Mohit Chauhan with scintillating music by A R Rahman is now ‘officially’ available via the group. Good effort, but a few thoughts…

  1. This video was first made available on TV (B4U Music, if I’m not mistaken) a couple of days back and found itself ‘unofficially’ (with channel logo et all) on YouTube. So, what exactly is the value of making this available on Facebook too?
  2. Granted…not many people besides hardcore fans may have seen it on TV or on YouTube, but people joined the group because they liked Rakeysh Mehra or A R Rahman or Sonam Kapoor or Abhi junior. This group would have already devoured the YouTube video from other sources. So, why should UTV bother uploading it in Facebook, late?

Enough cribs…lets get constructive! What could UTV have done to make this outreach more impactful?

  1. The song sounds incredible and I’ve been tweeting about it to glory in my other blog/ twitter profile anyway. So, what would be of use to a music fan? How about a mobile ringtone? Yes, the rights may be with the record label, but how about getting innovative and perhaps offering a ringtone of the prelude only? Facebook members could get an exclusive, free download of the groovy prelude as a ring tone.
  2. Given the curiosity around Masakkali, the word, UTV could still start a debate on what it means and perhaps have a soundbytes at the end of the Facebook video by Rahman, Mohit, Sonam and Abhishek on what they think it means – tying it closely to the song promo would generate sure shot views and an ensuing debate.
  3. How about making the song promo embeddable? I’m not sure if Facebook allows it, but YouTube sure does. Embeddable simply means the promo spread farther, wider through a lot of Bollywood-specific blogs. CNN IBN did a very smart thing recently by making available a new track by Amit ‘Aamir’ Trivedi, protesting the Nov.26 attacks called Khuda Ke Bandey – it was embeddable and since I liked it, I gladly put it up on my Milliblog as well getting it some extra word of mouth.

While UTV is definitely doing things right, given the fact that the video was already out, there are certain things they could have done to make this effort worthwhile for fans…like me. Than just passively click the link and watch the video all over again after watching it gazillion times on TV and YouTube. The only 2 reasons why I’m spreading the word now is a. I love the song and the video and b. I run a blog on social media for Indian brands 🙂

If this was some other song/ video, UTV sure needs something more than just posting a video a day late on Facebook to get the word spreading. At least from me! Needless to add, this post wouldn’t have materialized had UTV posted the video first on Facebook…now that’s a sureshot way to get the song/ video virally popular! Think about it – even if you have a content sharing deal for promotional videos, look at ways to optimize the same content via different vehicles – a 1 minute song promo for TV; a 1.30 minute, extended promo on a Bollywood website like, say, BollywoodHungama (formerly IndiaFM); and a 1.30 minute song promo followed immediately by sound bytes by at least 2 stars associated with the film talking about the song…for Facebook fans. That way, UTV could make sure that all parties receive something unique and a simple song promo is guaranteed viewership and viral online WoM across 3 outlets!



9 thoughts on “UTV’s Delhi 6 Facebook outreach

  1. In my opinion, they should have released the Masakkali promo first on youTube using their account, then they should have advertised the promo through the communities they are subscribed to and after a couple days they should have given that promo to the music/news channelwallahs.

    What is the point of having a youTube account if you are not going to use it? They have only uploaded that video on their youTube account today!

    Also, B4U, is primarily a channel for NRIs, so it could be that they wanted to screen the promo to NRI audience first?!

    Anyway, the song is good – it is Khalbali of 2009 – can’t believe it is sung by Mohit, and it is getting popular, so at the end of day it doesn’t matter much, does it? It is going to be a good year for music. First Dev.D and now Delhi 6!

  2. Infact there is a Delhi 6 group in Orkut as well and Rakeysh has made his profile and asked the members to vote for the best movie poster. The community is about a month old and there has been no interaction with the members, no info provided, infact there are just about 50 odd people. They couldn’t even advertise their community…. 😉

    UTV should follow the MTV way, they are doing everything absolutely right wrt innovation, whether it was the Tickr or the Orkut MTV Communities and other really cool stuff.


  3. Agree on what you say in para 1. The point I was making was that unlike ‘giving’ out a promo to multiple TV channels, social media requires and demands a different approach. Each community/ mode that you give out your promo to, could sure do with some creative customization to ensure that the particular community/ members gain something ‘extra’ over the others.

    So, while giving the promo to IndiaFM is merely like giving it out to B4U, uploading it in Facebook and Youtube needs that extra thought – to answer the question, ‘What am I doing here over and above what I did with B4U?’. Youtube is an online medium and could be utilized well to spread the word, than merely expecting people to click on the link and view the video. For someone who has seen the video on B4U, what am I gaining out of the Facebook or Youtube video? Could UTV think on these lines and add that little ‘extra’? Sure, why not?

    The song is fabulous, as you had mentioned – no doubts on that. I’ve already ripped the prelude and am using it as my ringtone!

  4. All the ideas thrown by you make sense, especially about the meaning(and sound bytes) of “masakkali” and would have generated some buzz for sure.
    I hadn’t heard about the song till I read this post so I am not sure if it’s very popular yet.

    Different content for different mediums is actually the way to go about it.
    It helps in getting more(and new) visitors and spread WOM. As far as not uploading the song on official YouTube channel first and uploading on Fb late is concerned the core problem is lack of a SM strategy. Since there isn’t a proper strategy to go about SM promotion, you will always find such things(read mistakes).

  5. masakkali means â??pigeonâ? in the movie and the movement of pigeon is compared to sonam kapoor as she is the female lead.
    singer:mohit chauhan,
    lyricsist:prasoon joshi,
    music:allah rakha rahman

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