Three business schools have commissioned case study on how an opinion war and a perception battle was fought before the release, the filmmakers have claimed.
"'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 said.
Another angle of the study would be how the discussions and debates catapulted the commercial prospects of the film which is about drug abuse in Punjab.