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 ‘gaana‘ song 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
IJR 