Posts Tagged ‘Naaka Mukka’

How The Times of India entered Madurai

3 August 2011

When it launched its Madras edition three years ago, the 173-year-old Times of India did what its chief competitor, the 132-year-old Hindu wouldn’t be caught dead doing.

Which is, associate its masthead with a “mass” gaana songNaaka mukka—from a Tamil movie.

Now, to launch its Madurai edition, ToI goes one step (and several dappan kootu beats) further, even as its chief competitor hurtles from court to high court to supreme court, seeking answers for such a fundamental question as, who should run the newspaper: owner or outsider?

(For the musically inclined, the singer in the ToI video is Chinna Ponnu, who recently starred with Kailash Kher in the Indian version of Coke Studio)

Link via Shobha Sarada Viswanathan

Also read: Any number will do in game of numbers

Any number will do when the game is of numbers

5 September 2008

How does an English newspaper—a new entrant in a colourful, chaotic, “conservative”, cinema-mad, cutout-filled City—connect to the masses?

If you are The Hindu, you establish synergies with the prim and proper Madras Music Academy, and collaborate with some of its classical katcheris to the soft rustle of Kanjeevarams.

If you are The Times of India, you take a peppy ‘gaanasong born in the slums (Naka Mukka) from composer Vijay Anthony, from an upcoming Tamil movie (Kadhalil Vizhunthen, starring Nakul of Boys fame), tie it into your campaign, and even sponsor “The Making of Naka Mukka” on Sun TV on Ganesh Chathurthi.

Also read: When the Old Lady takes on the Mahavishnu

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