3 IDIOTS is indeed going to become a case study at the management institutes of the country, and for nothing else at least for the fact that for the first time a film is being offered for viewing from 6.00 clock in the morning. To begin with, this is an experiment that has been attempted in Mumbai to capitalize on the holiday season that has suddenly fallen like manna from heaven.
Vidhu Vinod Chopra has indeed taken the bunny out of the bag and pushed the bar by inviting the audience to view 3 IDIOTS first thing in the morning. What a way to introduce a new day, than to soak in the magic on the silver screen with a cuppa of tea on house?
The whole idea of marketing a product is to develop a brand loyalty and innovativeness in the approach is how it can be done, and the same has been done by Raju Hirani and Vidhu Vinod Chopra. It also is one of the fortuitous events associated with 3 IDIOTS that as Rahul Bajaj has announced that henceforth he would not roll out scooters from his plant and would concentrate instead on Motorbikes; Raju Hirani has given Karishma Kapoor a Bajaj Chetak scooter to ride? Would Rahul Bajaj change his mind after 3 IDIOTS would be a thing to watch out for! He may not do so, but 3 IDIOTS indeed could turn out to be the swan song for the memory of scooters as well.
3 IDIOTS after a long time takes a swipe at the education system of the country which only rewards learning by rote, and being released at a time when the parents all over the country are hassled about getting their wards admitted to good schools. Every child has his own destiny, as the famous thinker Khalil Gibran had said, and as parents we should not decide their destiny. As the song of the film says "Murgi soch rahi ande ka kya hoga" the hens should not worry about the future of the egg.
Along with ROCKET SINGH:SALESMAN OF THE YEAR, 3 IDIOTS should be able to change the world view of the parents about the career of their wards, and if a small beginning is made, both these films would have served their purpose.