South Indian film star Dhanush, who shot to fame after his song Kolaveri Di went viral, decoded the song's success mantra for the management students of the contemporary film industry course at IIM-Ahmedabad.
Giving him company was Anirudh Ravichander, the 21-year-old music director of Kolaveri Di. "IIM-A is beautiful. Both the people and the place. Had a great fun session and students asked such sensible questions. It was a blast [sic]," Dhanush tweeted, after delivering a lecture.
Speaking on the issue of viral marketing, he said that much of it was unplanned. They initially aimed at about 500,000 hits over the song's lifetime, but the hits for Kolaveri Di on Tuesday stand at over 42 million.
Dhanush said that Viral Marketing, if capitalized right, is indeed a great way to gain popularity, given the minimal expenses involved in promotion.
As a consequence of the songs popularity, the release of the movie is planned now in three language- Tamil, Telugu and Hindi. Moreover, from the distribution of about 400 prints planned initially, the movie will now release with over 1000 prints.
IIM-A started CFI, an optional course, from 2009, with focus on commercial aspects of the film industry alongwith an introduction to its creative side.
