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 song—Naaka 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
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