Plans to dedicate a session to Kolaveri Di as part of its course on Contemporary
The soup song has become an anthem for the future managers
of the country. The Indian Institutes of Management (IIMs) are treating the popular
song Kolaveri Di from an upcoming Tamil film '3' as a classic example of viral marketing.
IIM Ahmedabad (IIM-A), for instance, plans to dedicate a session to Kolaveri Di
as part of its course on Contemporary Film Industry: a business perspective. Bharathan
Kandaswamy, faculty and co-ordinator of the course, says, "I will discuss Kolaveri
Di as part of a session on social media and online tools when my class starts in
December. Kolaveri Di is a perfect case of viral marketing, which has created a
huge difference in the world of publicity."
Why this Kolaveri Di, which means 'Why this rage towards me, girl' has actually
become a rage across IIMs with faculty of marketing playing the song during class.
Professors of IIMs-Bangalore, Rohtak and Lucknow-have played the song in class and
later discussed its strategy. The institutes have also made videos of the entire
class singing to Kolaveri Di and posted them on networking sites.
"Kolaveri has been screened in many classes in IIM Bangalore. The professor sits
along with the students and enjoys...Real Rage," posted Ramya, a student at IIM
Bangalore on a social networking site.
Rajeev Kumra, faculty of marketing, at IIM Lucknow, says, "Companies have
to be serious about viral marketing now, which is an upcoming area in marketing.
We were discussing in class how the beautiful strategy used by Kolaveri Di can be
used by company to leverage their marketing activities. The video of Kolaveri Di
is watched with rapt attention and got transmitted like virus." Sajal Kumar, a first
year post-graduate programme student at IIM Kozhikode, has done a case study on
the song, calling it Project Kolaveri. The student also sent out an online survey,
analysing the marketing success of the song.
Courtesy: Times of India