Krrish now a B-school hero
Management students across the globe will soon be learning a skill or two from Krrish.
By Anjali Aggarwal, TNN |
NEW DELHI: Bollywood is moving out of multiplexes and entering classrooms. If there ever was a doubt that the industry was taking the world by storm, it has been put to rest—management students across the globe will soon be learning a skill or two from the blockbuster movie Krrish, a novel feat for Indian cinema.
The Indian Institute of Management , Indore, has decided to prepare a case study on the film that has enchanted audiences in the past few weeks. The study, once completed, would be taught in several institutes in Asia-Pacific , Europe and Latin and North America.
Professor of international business and marketing at IIM-Indore Prashant Salwan told TOI that Krrish would be studied for several theoretical and practical aspects. “It is unique for the marketing strategies adopted by its makers.
They took big risks based on their extensive market research that paid off. For instance, the movie was released in five languages simultaneously and its success in all of them has proved earlier research that India is a regional and national territory.’’
“It is also the first movie to make a profit prior to its release through products that featured in the film and its music and international distribution rights, payment for which was made in advance,’’ Salwan said.
Besides Krrish, IIM-Indore would also prepare case studies on the success story of steel giant Mittal Steel, said Salwan. “We will draw up five case studies on Mittal Steel, covering aspects like its trans-national management , expansion, mergers and acquisitions , among others.’’
Rakesh Roshan’s film was shot in Singapore with official support of its government. Subsequently, Singapore introduced a ‘Krrish’ tour—visits to places featuring in the movie—which has proved to be highly profitable, according to Salwan. This was made possible due to a study of the profile of potential viewers who were mainly Asian.
The Indian Institute of Management , Indore, has decided to prepare a case study on the film that has enchanted audiences in the past few weeks. The study, once completed, would be taught in several institutes in Asia-Pacific , Europe and Latin and North America.
Professor of international business and marketing at IIM-Indore Prashant Salwan told TOI that Krrish would be studied for several theoretical and practical aspects. “It is unique for the marketing strategies adopted by its makers.
They took big risks based on their extensive market research that paid off. For instance, the movie was released in five languages simultaneously and its success in all of them has proved earlier research that India is a regional and national territory.’’
“It is also the first movie to make a profit prior to its release through products that featured in the film and its music and international distribution rights, payment for which was made in advance,’’ Salwan said.
Besides Krrish, IIM-Indore would also prepare case studies on the success story of steel giant Mittal Steel, said Salwan. “We will draw up five case studies on Mittal Steel, covering aspects like its trans-national management , expansion, mergers and acquisitions , among others.’’
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Rakesh Roshan’s film was shot in Singapore with official support of its government. Subsequently, Singapore introduced a ‘Krrish’ tour—visits to places featuring in the movie—which has proved to be highly profitable, according to Salwan. This was made possible due to a study of the profile of potential viewers who were mainly Asian.
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