Rakesh Roshan's "Krrish", starring his son Hrithik in the title role, is poised for a lengthy innings as it will soon be taught as a case study on successful promotion of Brand India in management schools

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'Krrish' to be a case study for management students
By Subhash K. Jha, Indo-Asian News Service

Mumbai, July 15 (IANS) It looks like Rakesh Roshan's "Krrish", starring his son Hrithik in the title role, is poised for a lengthy innings as it will soon be taught as a case study on successful promotion of Brand India in management schools in India and abroad.

The Indian Institute Of Management (IIM) in Indore, in collaboration with the Asia Research Centre, the University Of Hong Kong and Harvard Business Case Clearance House, has decided to make an international case study on "Krrish" This will be taught in Indian management institutes across the country and in schools in Europe, Asia, Latin and North America.

"IIMs are in consensus for short-listing 'Krrish' as one of the first Indian movies which has a capability of an international-level case study. It is one of the few movies which has emerged from Third World countries to have a say in the world market," said Prashant Salwan, professor of international business and marketing, IIM-Indore.

"Most importantly, it has created a brand called 'India'. IIM-Indore will make an international case study on 'Krrish', which will be taught in IIMs as well as leading business schools across Europe, Asia and America. This research will be of immense help to students in learning management practices, global management of business and global factors of production among others," he added.

Roshan senior says that he didn't fathom such a response to his film.

"The interest that 'Krrish' has generated across the world has far exceeded what we expected. We knew we were making something path breaking. But never knew it would be so far-reaching."

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