The Times of India's launch campaign in Chennai, titled 'Naaka Mukka - A Day In The Life Of Chennai', has been selected for a book on the world's best examples on how advertising can be force for good. It is the only Indian campaign to be featured in the book, which is called 'Goodvertising: Creative Advertising That Cares', and is compiled by Thomas Kolster.
The film was created by JWT India, with Senthil Kumar as writer and national creative director.
A note in the book about the campaign reads: "To celebrate the 369th anniversary of Chennai, The Times Of India commissioned a film chronicling just what life in Chennai is like. Built on the Tamil phrase 'Naaka Mukka' which translates as 'Mother Tongue Father Nose', used to denote the duality in daily life, the film aimed to do the same. In Chennai, many actors leave acting and joining politics, often jumping from one party to another. This film tells the story through the use of a cardboard cutout character, who starts as an action hero, becomes a politician and then loses it all to become a scarecrow. This riot of colour and song shows viewers that if any publication can truly understand the Indian political, social and cultural landscape of India, it is The Times of India. The campaign speaks to the people in their own language using very insightful Indian themes, music and traditions. It proved so popular that the soundtrack quickly went on to reach number one on many music channels.Even though it functions as a satire, the film is a reinforcement of Indian culture and outlook - creating a feeling of goodness around it which Indian people can relate."