☆ THE STORY OF AN ENGLISH NEWSPAPER THAT WON THE TAMIL HEARTLAND ☆
THE TIMES OF INDIA was launched on Tamil New Years Day with a film that celebrated the unique Cutout Culture of Chennai and an addictive folk narrative set to a double beat : Naaka Mukka. The film was followed by a multimedia campaign that mirrored the double roles of daily life in the city through its typical characters. It was the first time ever, that an English Newspaper was speaking in the local language. A vital ingredient that embraced Chennai and captured its Characters.
☆THE MEANING OF NAAKA MUKKA ☆
A local expression for tongue [ Naaka ] and nose [ Mukka ] that captures the taste and smell of Chennai from tongue to nose or vice versa !
Some Koothu { Folk } dancers in Tamil Nadu however say that this "Naaka Mukka" is an expression for letting your hair down and dancing like its your last dance, demonstrated by stretching the naaku [ tongue ] so far that it touches the tip of your mukka [ nose ].