National award winning actor Dhanush, Rajinikanth‘s son-in-law, who rendered the song Kolaveri Di, will deliver a lecture and discuss the success story of the soup song at Indian Institute of Management, Ahmedabad (IIM-A) on the virtues of viral marketing.
Dhanush along with cousin and music composer Anirudh Ravichander, will address a class of about 130 students of Contemporary Film Industry (CFI) course at IIM-A focusing on the success story of Kolaveri Di, viral marketing and social media.
The song, Kolaveri Di, from the upcoming Tamil film ‘3’ (Moondru), created mass hysteria on cyberspace since its digital release on November 16. The song became a raging success online with over 10 million downloads.
The IIMs have been treating the popular song Kolaveri Di as a classic example of viral marketing. Most IIMs have screened the song in class to discuss how the same strategy can be used by companies to leverage their marketing activities. Students have also carried out case studies on Kolaveri Di.