Outlook in its tribute issue to A R Rahman (hitting the stands on Saturday, the 28th of Feb) has rewritten the caption in Tamil for copies meant for Chennai and the rest of Tamilnadu, A R Rahman’s native State. While the rest of the country carries the cover line as “Rah Rah Rahman”, copies in Tamilnadu will have the cover headline as “Namadhu Rahman” – meaning “Our Rahman”.
Suresh Selvaraj, President of Outlook says, “Namadhu Rahman” cover headline, which smartly mixes up Tamil with English will invoke the Tamil pride and thereby attract higher stand pick up of Outlook copies in the State. Similar possibility exists for other languages as well, depending upon the nature of the subject and market acceptance. Selvaraj adds the magazine allows them to customize reader experiences without tinkering with the national character of the magazine. He further states that this is part of the experiments Outlook is embarking upon, post its new printing centers and also in its zeal to go closer to the readers. http://news.chennaivision.com/index.php/2009/03/outlook-english-comes-with-tamil-caption-for-ar-rahman-special/ -- regards, Vithur
