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Address of K C R Raja at the Life time Achievement... I am indeed grateful to you for conferring on me this prestigious Lifetime Achievement Award . I recall that this award was instituted in 1966 and the first recipient was Mr Arvind Mafatlal...

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THAT PENUMBRA OF APPROBATION THAT PENUMBRA OF APPROBATION "There is no penumbra of approbation round the theory of equilibrium. Equilibrium is just equilibrium." Discuss. Yes, this was a question we had in our Economics paper...

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Swami Vivekananda at Harvard Swami Vivekananda’s stay at Harvard , although well documented, presents many incidents that have been relatively unnoticed. This, the 150th year of Swamiji’s  birth anniversary, is an appropriate...

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Vishwanath’s First Century and a Kick start to my... It is amazing how a small incident can make a crucial difference to your life and career. This was what Vishwanath’s test debut did to me. I was a relatively junior official in my company. I knew I was...

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Meeting Satyajit Ray......and into Ashani Sanket (Satyajit Ray and I have had very little in common, personally and certainly not professionally. Most mornings I drove past Ray's house on Bishop Lefroy  Road and parked my car close by. I had, however...

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Why this Kolaveri di…….indeed why?

Category : Non Profits

The phenomenal success of Kolaveri di is now being discussed in marketing sessions at leading management institutes. Dhanush would probably be the first to agree that the unintended consequences of his effort should not be elevated to the outcome of a grand marketing strategy. It is a fun song. It just happened.

Reporting in the Times of India of 5 December, Chitta Unnithan quotes an IIM Professor’s reference to the song as “a perfect example of viral marketing, which has created a huge difference in the world of publicity”.

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