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 ‘dappan koothu‘ 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
Also view: Kuthu dappanguthu
churumuri 
TOI needs to go a long way to take on The Hindu in its bastion.
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If you believed that “the whole problem with the world is that fools and fanatics are always so certain of themselves, but wiser people so full of doubts”, then you have just thought like Bertrand Russell.
TOI chennai certainly has its own Bertrands, who calculate in a certain way. Which is:
1. Hindu= katcheris; TOI= Dappan Koothus
2. Hindu= Wiser; TOI= Fanatics
3. Hindu= Doubts; TOI= Certainty.
To start with dappan koothus and end with katcheris is not at all a bad marketing idea. To be certain to convince the doubters is perhaps the best strategy ever.
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Someone at Churumuri has way too much time on his hands!
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Would they have done a similar ad for other state or city? A ‘cosmo’ Ad would be in the waiting if it were for Bengaluru.
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That’s too much tamil stuff from this “swalpa sihi, swalpa spicy” site.
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DNA has a hoarding campaign in Bengaluru with no smell of kannada, karnataka, kannadiga or even any smell of bengaluru or bengalooriga
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The Chindu is already losing its readership to The deccan Chronicle and after TOI launch its going to dogs due to its communist leanings by its lier in Chief.
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What’s up with churumuri’s obsession with tamil / chennai ? it’s kinda annoying. Oh well…
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@Shettru –> “Churumuri’s obsession with Tams…”.
Thats the slave mentality!!!
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