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…
Tag Archives: Naaka Mukka
Any number will do when the game is of numbers
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,…
IJR 