To adopt a social cause in Tamil Nadu that would capture the imagination of its people, help position THE TIMES OF INDIA at the centre of public opinion and generate new audiences.

Deep inside the underbelly of this ancient coastal city lurked a potent Tamil phrase: NAAKA MUKKA [Mother Tongue, Father Nose].A double entendre that captures the Duality of Daily Life In Chennai.a] 01 Film that captured the life of a Chennai Cutout Character in A Day of Double Roles that stretches from Naaka to Mukka, from Cinema to Politics, from popular hero to lonely scarecrow across 300 Cinema Halls and 09 TV Channels.b] 03 Double Sided Newspaper ads.c] 10 Double Role Documentaries captured the reel to real lives of famous stars turned politicians.d] 200 Double Sided Cutout Installations across Chennai City.e] 22 new Street dance steps were created.f] 02 full length feature film songs followed the Naaka Mukka track.g] Over 100 radio remixes and 2000 video responses were generated to the Naaka Mukka beat, all capturing various Days in the Life of Chennai.

The expression 'Naaka Mukka' has become mainstream and is considered the anthem of the city after the Times Campaign, ensuring the successful entry of The Times Of India to Chennai.The Naaka Mukka Track went beyond the commercial to become No.1 in the Tamil Top 10 Songs of 2008 Chart, causing over a million downloads, spawning 2 feature film songs, 22 street dancing steps, over 100 radio remixes and 1000s of video responses to the Naaka Mukka Beat.THE TIMES OF INDIA is now the 2nd largest newspaper here with half a million readers and 300,000 copies printed everyday.