If you have not been living under the rocks, you know how filmmaker Abhishek Chaubey's 'Udta Punjab' became a talking point recently. The subject of the film and the film-makers’ confrontation with Pahlaj Nihalani, the chief of the Central Board of Film Certification (CBFC), made it to the top headlines of newspapers for weeks.
Now, the film has caught the interest and attention of a few business schools in India.
According to reports, three business schools have commissioned case study on how an opinion war and a perception battle was fought before the release of 'Udta Punjab'.
"'Udta Punjab' has been a rewarding struggle for us. We stood for something and that paid off in a very big manner."
"We are constantly getting queries from various media and management colleges and institutions who want to make a PR case study on 'Udta Punjab'," producer Madhu Mantena told PTI.
According to a Hindustan Times report, Jaipuria Institute of Management, Jaipur, Nirma Business School, Ahmedabad, and International Institute of Professional Studies, Indore are planning to introduce the film as a case study in their course.
The "have commissioned a case study on how an opinion war and a perception battle was fought during the course of the release of the film, with it being a topic of discussion post release as well”.
“Several B-schools have taken keen interest in the film, as the controversy it was embroiled in, was widely reported. A learning from the study would be how the discussions and debates around the movie, catapulted the commercial prospects of an otherwise niche film, the main aim of which was to create awareness on the issue of drug abuse,” a film crew member told Hindustan Times.
The B-schools also want to study how the discussions and debates catapulted the commercial prospects of the film.