Bollywood blockbuster Krrish reaches IIM Indore classrooms for study

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Wednesday August 2,


Indore:(By Rajni Khaitan): If you are one of those who think Rakesh Roshan's "Krrish" is good for the kids only, think again. Going beyond fascinating new audience due to its special effects, the movie's business has become a case study material for students at the top management institute in Indore.

The premier Indian Institute of Management (IIM) Indore) has opted to study how Bollywood blockbuster "Krrish" became a commercial success.

Management institutes have felt that understanding the secrets about the commercial success of Hrithik Roshan starrer Krrish can help management students to reap better results in the corporate world.

The management schools were unanimous in deciding on Krrish as a suitable case study.

"We will teach the relevant part to our students that how one should go about deciding about the shooting of a movie and other important planning aspects," said Dr S.P Parashar, faculty member, IIM, Indore.

The students would be taught the importance of research and planning as the movie recovered its cost of production even before release. Besides the marketing angles will also be included in the academic course.

According to faculty members, among viewers particularly children, the craze of masks, caps, T shirts and other merchandise is high and that helped boost the sale of such items at various stores, thus helping in the publicity of the movie before release.

Dr Parashar agrees that such tactics greatly benefited the movie. "A tour in Singapore" was named after the movie. It was a different and unique step to advertise a movie internationally.

He added that the study of movie clips where the characters don a particular brand, has also been an integral part of the marketing study. Following similar methodologies, the students are expected to learn marketing strategies from Krrish.

Apart from these features, the students will be able to learn other cost effective measures from the movie.

"The sets of the movie were assembled in Singapore, but technicians and components were imported from India. This is an example of cost economy in film making, which has never been done in India yet. We will study aspects like business model, marketing, cost control measures etc," said Shubhushti Chatterjee, a management student, IIM, Indore.

Following a formal approval from the producer of Krrish, Rakesh Roshan, IIM will finalise the modalities for the case study under the theme International Business Strategies-A case of Krrish'.

IIM Indore will work on the case study in collaboration with the Asia Case Research Center, University of Hong Kong and Harvard Business Case Clearance House, US.

The film, which created box office history with collections of Rs 69 crore in its first week itself is still drawing audiences in huge numbers to cinema halls.

The film also continues to draw record audiences in overseas markets.