Dhanush's Kolaveri Di very popular in B-schools

While Dhanush's " Kolaveri Di" has become an anthem for those young at heart, the soup song has now also become a subject of academic research at the Indian Institute of Management across the country.

According to a new survey, "Kolaveri Di" has become the top downloaded track on mobile with a score of 2,10,000 music downloads within 18 days of launch beating the previous records held by "Munni Badnaam Hui" and "Tere Mast Mast Do Nain" . Recently, the marketing club of IIM Ranchi organized a seminar on campus to study the strategy that has turned this number into an overnight rage."

The points discussed in seminar were - the song becoming a huge hit without having any element of glamour, adoption of a new concept that transcends the language boundaries and the audience accepting an experimentation that's different from the traditional genre of music. .

Meanwhile, Sajal Kumar, a student of IIM Kozhikode says, "We have a semester on social media where we learn the functioning and marketing strategies of viral videos so that they can be best utilized by companies. In my study, I interviewed non-Tamil speaking people and sought reasons behind them liking the song.

They said they like the peppy feel, funky music and the Tamlish lyrics. The video of song is shot in a studio with presence of cast from the movie. This has given it a different presentation by not entirely delinking it from the movie. The uniqueness of the entire project has worked in its favour."

IIM Lucknow has witnessed a jam-packed session at classes studying the song's marketing strategy. Says Preety Kerketta, an MBA final year student, "The classes had an elaborate session on viral and buzz marketing where the song was replayed .

There was an hour-long discussion between the professor and students in that class. The video on this session has also been uploaded on a social networking site." Says Harsh Raj, a student of IIM Ahmedabad, "We also had such a session going on at classes to discuss the marketing strategy behind the song. Not just IIMs, all business schools in the country will soon give more emphasis on such sessions with social media penetrating deep into our lives," Raj says. Students at IIM Bangalore had the song played for analysis in their marketing classes.

"There was a session on this song in the marketing classes of the final year MBA batch. For many of us, it was like playing the song during leisure hours when our faculty members were not present," shares Mayur Singh, a student from IIM Bangalore.

Though most of the IIMs have already started their research on the Dhanush hit, the fever hasn't caught on at IIM Indore in the academic context as yet.

Says Adhir Kumar Saxena, a student from IIM Indore, "We have not yet done anything specific on the academic front but the rage of the song can be gauged from the fact that this number is like a prayer song for us, a must at all parties. Not just Sonu Nigam's son's version or the other versions doing the rounds nationally, students from our campus too have changed the lyrics depending on the mood and have come up with their own "Kolaveri" numbers!"

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