The Times of India’s latest brand-building exercise establishes one thing: Tamil rap is leagues ahead of any other language

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The Times of India has come up with a series of adverts for its city-specific paid-news supplements: Delhi Times, Bombay Times, Bangalore Times, etc.

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The #hashtag is #FlirtWithYourCity.

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The copy is the same for all the cities: “check out our thumping new rap filled with the unexplored & much adored sounds & sights of fill-your-city-here”.

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The videos are fast, fizzy, fantastic.

Mill-e-fucking-nnial.

But somehow, rap seems to sound better in Tamil than any of the featured languages.