Dhanush decodes 'Kolaveri di' at IIM-A

For the prestigious B–school getting a celebrity to deliver a lecture is nothing new, but this guest was little different.

After all it was all about “Kolaveri di”. The man behind the song did not disappoint as he addressed a class of budding graduates, talking at length on how the song had gone viral.

Actor Dhanush turned teacher at IIM on Tuesday where he was invited to deliver a lecture.

The subject was “viral marketing” and the lecture was delivered to students of “Contemporary Film Industry” of IIM, Ahmedabad.

Dhanush, along with cousin and music composer Anirudh Ravichander, was at the premier institute to discuss the success story behind the soup song.

“The hour-and-a-half-long lecture focussed on the success story of Kolaveri Di, perception and insights by Dhanush and Anirudh, viral marketing and social media,” said one of the faculty members who attended the lecture along with the students.

The song, from upcoming Tamil film “3” (Moondru), created mass hysteria on cyberspace since its digital release on November 16.

The song sung by actor Rajinikanth’s son–in–law became a raging success online with over 10 million downloads.

Before leaving for the institute, Dhanush had tweeted: “Gearing up to make my speech at IIM institute in Ahmedabad. I don know good English. But who cares, I’m an Indian, not English.”

Those who attended admitted that the lecture was delivered in English and supported by his cousin.

“His language and accent were on the expected line as he had already tweeted that he was not English,” said the faculty member.

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.”