Dhanush at IIM-A !

National Award winning actor Dhanush has come across as an example for viral marketing, after the craze that his Kolaveri song created worldwide. The track was penned and crooned by the Tamil hero for his soon-to-be-released movie '3', helmed by his director-wife Aishwarya and hitting the theatres in Tamil and Telugu simultaneously on April 13.
Such was his popularity that the 21 films old matinee idol was invited to Indian Institute of Management, Ahmedabad (IIM-A) on Tuesday. "Gearing up to make my speech at IIM institute ahmedabad tom.I don’t know good English, but who cares. I'm an Indian. not English. Hehe," Dhanush tweeted about the invite.
The actor delivered hour-and-a-half long lecture regarding the success story of his 'soup song', its viral marketing and social media to about 130 students of Contemporary Film Industry course at the IIM-A.
He was accompanied by cousin and music director Anirudh Ravichander. The musical rendition became a raging success with over 10 million downloads online. The IIMs have since been treating it as a classic example of viral marketing and included as a case study for its students.

Now, Dhanush sings for Tendulkar

For Tamil actor Dhanush, there is no getting away from his Kolaveri di fame. He is now inundated with really tempting offers to sing. And though he's reluctant about that, Dhanush has just come up with his second potential chartbuster which goes on air next week.

The song, a homage to cricketer Sachin Tendulkar [ Images ] goes, One plus one-u two-u two-u, if not Sachin who-u who-u...'

Dhanush, a big Tendulkar fan, wrote the song as a campaign for an energy drink.

Dhanush will be singing in Hindi movies too. Director Aanand Rai, who has signed the actor to play the lead in Raanjhanaa, has asked Dhanush to sing at least one song in the film. Though initially he begged off, sources close to the project say Dhanush has agreed to sing a folk song of Uttar Pradesh [ Images ] for his Varanasi character, which promises to be as catchy as Amitabh Bachchan's [ Images ] Khaike paan banaras wala in Don.

Dhanush still calls himself a reluctant singer.

"I really don't think I will be singing much," he says. "I'm an actor by profession, singer by default. Boost, the energy drink, approached me to do a song for Sachin Tendulkar, which I happily did. I've treated the song as an introduction to a mass hero. It has accessible lyrics like Kolaveri di."

About singing for his Hindi debut Dhanush says, "Whatever my director asks me to do, I will do."