The highly stimulating experience motivated repeat visits to the theatre by mass audiences," says Raghunath.
Generally, people understand local culture through literature, but Bhat has allowed his audience to appreciate the beauty of Karnataka and its culture through his film. "I found it interesting that Bhat believes cinema should be contemporary, reflecting the social milieu of the times. The case study, first written in 2009 and delivered as a course since 2010, focused on Bhat's evolution as a movie-maker in the Kannada film industry while also analyzing the roles that producers, distributors and exhibitors play in the making and marketing of a film. There was a perfect fit between experience, the mores and culture of the local audience, predominantly from Gen Y, the story and its screenplay," says Raghunath. "I was impressed by the screenplay, music, lyrics and editing. The case study is called ' Yogaraj Bhat: The Kannada Movie Maker'. S Raghunath, professor of Corporate Strategy & Policy, IIMB, has made a case study out of the movie-maker as an elective on strategic management in media and the entertainment industry for postgraduate programme (PGP) students. What got academic S Raghunath's attention was the stupendous success of the Yogaraj Bhat-directed ' Mungaaru Male', that created a sensation in Sandalwood for the delicate teenage story, narration, lyrics, music and artistes. BANGALORE: A fresh-as-dew love story is now a case study in the hallowed classrooms of the Indian Institute of Management Bangalore.
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