Why this Kolaveri di?
While the popular song's runaway success was being discussed with future managers at the Indian Institute of Management, Ahmedabad (IIMA), the question that was abuzz in the hallowed corridors of the premier institute at the same time was - was this, the state of mind of Nobel Laureate Prof Jean Marie Lehn too while visiting the campus on Tuesday?
As there was tight security at the campus for Kolaveri di fame singer Dhanush who was also on the campus, onlookers say Prof Lehn's car was stopped at the security gate and he had to walk to the building area. While Prof Lehn was there to look at the institute's architecture, Dhanush was there to deliver a lecture. An IIMA spokesperson insisted that it was Prof Lehn's wish to walk, see and feel the campus and he did not experience any security manhandling at the gates of IIMA.
Dhanush's lecture was organised for the PGP and PGPX students of the contemporary Film Industry Course at IIM-A. Anirudh, music director of the song, accompanied Dhanush. Students who attended the lecture said that Dhanush spoke partially in English and partially in Tamil. Other people in the room helped him translate sentences and words into English.
When asked, Dhanush said that they did not anticipate the super success of Kolaveri di. Speaking on the issue of viral marketing, he most candidly said that much of it was unplanned. Following the release of an incomplete stolen version of the song online, their team decided to release the song online, states an official communiqué from the institute. Dhanush said that Viral Marketing, if capitalised right, is indeed a great way to gain popularity, given the minimal expenses involved in the promotion.
At 21, Anirudh is among India's youngest music directors.
Addressing the audience as 'seniors', he shared an anecdote about his father's desire to have him study at the IIMs and how he was left speechless when he told him about the lecture. Dhanush said that,looking at the number of hits and tweets, the song has definitely cut across boundaries and reached an international audience.
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