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• Short ‘N’ Snappy • Madras Advertising MADRAS • The Dasi who stood tall • The Adyar studio MUSINGS • People’s festival Vol. XVII No. 20 February 1-15, 2008 DoIs VPHwe have to get a Heritage a new Act?

– And if so, Now that I have booked the 1 lakh car, I have to lose weight before I can does it look at fit into it! conservation A X Hush, Little Baby or tourism? It’s here up. The small car – the world’s A cheapest, the ‘people’s car’. (By The Editor) Sorry to be a party-pooper, but has anyone taken a good look uring the last couple of at ‘the people’ lately? Dmonths we have heard a X At the indiscipline, immature few civil servants refer to a oneupmanship, road-rage, Heritage Conservation Act of the merry flouting of rules 1999. At least one of them and abysmal lack of even ba- stated it was introduced by the sic road-sense? Imagine having even more of heritage-conscious Chief Minis- these delightfully incompe- ter of the time, M. Karunanidhi. tent hordes unleashed upon Curiously, no one connected our pathetically inadequate with the heritage movement in roads. Chennai has heard of the Act. GROWING... GROWING... GROWN? The very thought... Nor have they been able to lay ‘Adhirudille?’... like the one their hands on it. In fact, re- Our picture today is a clear indicator of how a growing city displays its growth. and only Boss said? quests to the Civilians who In this picture of the wall of one of the old Government bungalows on Greenway’s Road, the oldest gateposts (X) And so it should. mentioned the Act to send it to indicate the original height of the compound wall. Considering that such gateposts were usually at least 5 ft in height, their This car takes ‘5 at a squeeze’. height today indicates how much indiscriminate road-laying has caused the ground-level to rise. The second gateposts (A) Given our unique, conve- us have brought no response. appear to have been made sometime later. Finally, the second gateway too has been sealed and a much higher compound nient interpretations, this We hope this report, which we wall constructed. Can you get a clearer indicator of the march of time – and how it affects road levels? – (Photograph: means ‘8 to 10’, including ex- consider a public appeal, will SRIRAM V.) tended family, and the bring this Act out of hiding and neighbour’s pet Great Dane. to our doorstep. Apparently, it’s easy to park. Well, having something We are indeed further sur- Campaign to save pocket-sized enough to leave prised that if such an Act is in on the hoods of larger ve- place, and if it has the basic sec- hicles, or casually propped tions such Acts worldwide Bharat Insurance Building against the bumper of the car have, besides a list of protected in front, has its advantages. constructions, etc., how a heri- ardyll’s Building, now tage lovers are concerned over ing was dismantled, resulting in The point is, ‘the people’ need tage-conscious Chief Minister K called the Bharat Insurance the fate of the building. LIC has its now being exposed to the va- lessons, not increased easy Building, continues to stand in its own wisdom decided that garies of the weather. The city access to vehicles. could think of wanting to pull Perhaps, a nice, thick textbook down Government House, in without a roof for a third year. the building is unsafe and has to has since witnessed three good could be part of each pur- Government Estate, a historic A unique piece of architecture be pulled down. This despite monsoons and the building be- chase? building that should be on any in the city, its fate remains un- the fact that a committee of ex- ing kept this way is a matter for And you can pick up your ve- Heritage List. One of the Civil- decided even as the demolition worry. The absence of a Heri- hicle only if you answer all ians who mentioned the Act re- of the building, decided on by l by tage Act in the city, it is feared, the questions right? cently said that some amend- its present owners, the Life In- A Staff Reporter will allow the LIC to have its (Actually, this applies to all ve- ments to it were planned. We surance Corporation of India, way. It is in this context that a hicle-users, irrespective of has been challenged in court by perts appointed by the High signature campaign has been size.) hope the amendments will be additions that will strengthen the Indian National Trust for Court has certified that it is not started to save the building. The The little one is being described so and that the building can be as a dream come true. the Act and the cause of con- Art and Cultural Heritage. The text of the letter is available in That’s nice – but dreams need servation, and NOT amend- case went up to the Supreme restored to its original glory. In this issue. careful handling, for they ments that will weaken it by giv- Court and has since been sent fact, the LIC has even put up Why does Kardyll’s Building have a way of suddenly turn- ing Government extraordinary back to the High Court of Ma- notices all around the building need to be saved? Built between ing around and biting you in powers to pull down any heri- dras for decision and disposal. stating that it is structurally un- 1894 and 1897, it was designed the ...er... fundament, usually tage building it feels it would Conservationists and heri- safe, which is far from the truth. by JH Stephen and has been de- when you least expect it. like removed. When LIC began the demoli- scribed by a contemporary See page 7 tion, prior to INTACH’s plea to Ranjitha Ashok (Continued on page 8) the court, the roof of the build- (Continued on page 2) CMYK 2 February 1-15, 2008 Vexed with

ast week, The Man from board in sight indicating as to tion centred only on the road ishing his work within a day, so he also adds that it is an excel- LMadras Musings had to at- where MMM was headed. But conditions outside. One guest that he could get back to the lent movie which has received tend a wedding at a hotel that his not to reason why (and as remarked that any more wed- open spaces he loved. On re- rave reviews. He also asks the is fast gaining the reputation of his good lady has said often, dings in the area would elicit turning, he sent MMM a one boss to send someone to his being one of the best in the city. MMM does not ask for direc- only greetings telegrams from line message by email: “Glad to home in the evening to collect Its only drawback as far as tions), he plodded on. But soon him. Almost everyone was in a be out of Mad Rash.” the tickets. MMM, who being a South his confidence in himself had hurry to have his food and There were a couple of grati- Chennai Snob rarely travels worn out. There was not one leave, as the thought of the The great mall fied quacks at the other end of beyond Cathedral Road, is con- signboard anywhere explaining journey back home was filling the wire and then the police- cerned, is that it is located in the way forward. Besides it had each of them with dread. ll malls in the city are, as man returned the cell phone Vadapalani. Anyway, it was been a good hour and a half MMM, the thought of having Afar as The Man from that he had borrowed from a more out of curiosity to see the since he had set out and he was obtained enough material for a Madras Musings is concerned, hapless cyclist and bade him hotel than to attend the wed- apprehensive that the wedding lead story sustaining him, was worth avoiding while driving farewell. ding that MMM went. And the would be over and the newly- rather relaxed. And not only a about, for they are the nerve MMM now realises how journey did nothing to change weds would have gone off for lead story, but a series. For who centres of most traffic jams, the good our policemen are in MMM’s long-held view that ar- more pleasant activities. A can deny that there is enough praiseworthy role of private multi-tasking, which any good eas such as Vadapalani are policeman who, given the calm and more for “Mad with security guards belonging to management consultant will urban nightmares which have detachment with which he was ”, “Tired with these establishments in regulat- tell you is the need of the hour. emerged from the city planners’ watching the chaos, was per- T’Nagar”, “Aghast at Adayar”, ing traffic notwithstanding. Now they regulate traffic, now and civic body’s negligence. haps modelling for a statue in Being a policeman on duty out- they book tickets in theatres, On reaching the stretch his honour, soon came into the side malls must be a punish- and so on. near , the ve- line of sight. MMM had no SHORT ment posting, or so MMM hicles slowed down and began choice but to slow down, ’N’ thought. But dragged last week A song & dance inching forward. What with a thereby causing the traffic to a mall by the good lady, bad back and having to drive behind to halt, and ask for SNAPPY MMM was privy to a police he sidekicks of politi- himself, MMM was soon pretty directions. The policeman, constable’s telephone conver- Tcians are experts at this much of a wreck. To add to his having paused to glare suffi- “Ranting at RA Puram”, “Ex- sation with his superior. Or, activity. They exaggerate the woes, the airconditioning in the ciently at a bus that was asperated with ”, rather, going by the servile atti- importance of what their lead- car failed soon after and it be- honking away behind, came to “Muddling through Mam- tude of the constable, the other ers do beyond any proportion. came more of a travelling MMM’s rescue and gave him balam” etc? He began, if you end of the line had someone Usually any visit of a leader to inferno. After numerous one- detailed instructions as to how recollect, with Puzzled at Padi who was several times superior. a follower’s home is enough ways, none of which would to reach the hotel. The long a few weeks ago. Apparently, one of the duties reason for putting up hoard- qualify for anything more than and short of it was that MMM of this policeman is to stand in ings, banners and cutouts. But the status of a lane in any other would have to take a series of Renaming the city queue (or perhaps just barge MMM was recently amused to country, MMM found himself lanes, and by-lanes, for the in) and reserve tickets for film see a hoarding where the side- in a kind of archaeological dig. hotel had long been left behind, e once lived in Madras shows in the theatres at the kick had made a huge to-do A concrete slope in the dis- having been camouflaged by Wand now it is Chennai. mall, for the benefit of the se- about his leader having come to tance made him realise that he the dig. MMM obeyed and hav- But a visitor to the city has niors in the force and their garland the statue of a great was in the vicinity of a fly-over ing lost his way three or four thought “Mad Rash” more suit- families. So this policeman tells leader of the past. What next, construction. Buses, trucks, times more, and then having able. This friend of The Man his boss (or super boss or su- MMM wonders. A cutout for cars, autos, two-wheelers and almost given up, finally landed from Madras Musings went into per-duper boss or whoever it the leader celebrating his get- pedestrians squeezed past this up at the venue. self-imposed exile in the was) that he has booked four ting up every morning? Or construction, almost rubbing He need not have worried. mofussil and was recently in tickets in the balcony class for sleeping well at night? Or just the walls of the unfortunate Practically everyone there the city for a couple of days’ him and his family for a Tamil breathing the same air as we buildings that stood witness to looked as though he/she had work. On arrival, he, however, film’s evening show. Then, in do? Ah, how blessed are we! the great dig. been through a harrowing cut all social engagements at case the boss (or super boss There was not a single sign- experience and the conversa- once and concentrated on fin- etc) has doubts about the film, – MMM

(Continued from page 1) Do you feel strongly that writer as an example of the Let’s save Bharat Insurance Building Kardyll’s Building needs to be “architect’s imagination run- saved? If so, please sign the let- ning riot”. The headquarters of with stained glass panels and In short, it is a striking piece However, that not being the ter (see page 7)and send it to us WE Smith and Co, leading other embellishments, most of of architecture, one which the case here, it is upto the citizens at our postal address. Every sig- wholesale and manufacturing which remain. There is also a city ought to be proud of. In any to bring to the notice of the nature counts and Kardyll’s druggists, it was described in its large wooden staircase and or- other city, more conscious of its powers that be, that they care Building and the city’s heritage time as a “palatial structure nate cast-iron work. A staircase heritage, this would have been for their heritage and would like need you. It is up to you to make one of the sights of the city a that leads up to the tower offers a listed building with strict rules it to be maintained. Hence this a difference. far greater show than any other breathtaking views of the city.” on its maintenance and upkeep. campaign. commercial building on Mount Road. With Ottoman domes and towers, with Gothic arches CHENNAI HERITAGE Subscriptions & contributions and spires and with Indian sculptures and embellishments, 260-A T.T.K. ROAD, , CHENNAI 600 018. l Since Volume XIV, No.1 (April 16, 2003), Madras Musings has been it is Indo-Saracenic at its most priced at Rs.5 a copy, ANNUAL SUBSCRIPTION: Rs.100/-. Please I am already on your mailing list (Mailing List No...... ) / make out your cheque only to CHENNAI HERITAGE and send it, fanciful” (taken from Madras I have just seen Madras Musings and would like to receive it together with the COUPON BELOW, to CHENNAI HERITAGE, 260-A, That is Chennai, Gateway to The hereafter. TTK ROAD, CHENNAI 600 018 or C/O LOKAVANI SOUTHERN South, by S. Muthiah). The PRINTERS PVT. LTD., 122, GREAMS ROAD, CHENNAI 600 006. l I/We enclose cheque/demand draft/money order for Rs. 100 building in later years became An ANNUAL SUBSCRIPTION of just Rs.100 covers only a part of (Rupees One hundred) payable to CHENNAI HERITAGE, MADRAS, Spencers’ property and later the our costs. Corporate support and YOUR support will continue to be as subscription to Madras Musings for the year 2006-07. essential for Chennai Heritage and Madras Musings to play a greater headquarters of Bharat Insur- role in creating awareness about the city, its heritage and its ance who built a modern office l As token of my support for the causes of heritage, environment environment. We therefore look forward to your sending us your fronting the old structure and and a better city that Madras Musings espouses, I send Chennai contributions IN ADDITION TO your subscriptions. rented the latter to various Heritage an additional Rs...... If in the coming year Chennai Heritage receives repeated support from those of you who have already made contributions, and if many shops and establishments. The (Rupees ...... ) more supporters join the bandwagon, we will not only be able to LIC took over Bharat Insurance Please keep / put me on your mailing list. keep Madras Musings going, but also be able to continue aware- in 1957 and Kardyll’s Building ness-building exercises on on-going projects as well as undertake Name : ...... one or two more such exercises. became their possession. Therefore, please keep your contributions coming IN ADDITION The interior of the building, Address: ...... TO YOUR SUBSCRIPTIONS. If, say, you send in a cheque for Rs.500, according to Madras – The Ar- we will treat Rs.100 of it towards subscription to Madras Musings chitectural Heritage by K...... for 2006-07 and the remaining Rs.400 as contribution towards the Kalpana and Frank Schiffer, “is causes Chennai Heritage espouses...... We look forward to all readers of Madras Musings, and those a surprising contrast to the ex- newcomers who want to receive copies, sending in their terior. The first floor is fitted Note: Overseas postage Rs. 550/year extra. Cheques for overseas postage subscriptions. We are indeed sorry we can no longer remain a free alone payable to M/s. Lokavani Southern Printers Pvt. Ltd. All other cheques to mailer. with a truncated, vaulted, ‘Chennai Heritage’. — THE EDITOR highly ornamental false ceiling February 1-15, 2008 MADRAS MUSINGS 3 Tips for the affluent, not the common man Chandrasekhar again from his uncle Dr. C.V.Raman. C.V.Raman deprecated this 5 tips to make a difference’ (MM, January 18. Plastic bags: In Mumbai, the law against r. Chandrasekhar (MM, tendency and felt that those ‘2 1st) no doubt contains useful tips to fol- using plastic bags is very strictly followed. In DJanuary 1st) had a sense of who went abroad would have low in the interest of environmental protection. Chennai, any law is only on paper. There is no humour. Breaking the news of done infinitely better by staying But how far they are being followed by the afflu- serious attempt at enforcement. That is the bane his getting the Rumford medal ent, for whom I believe these tips are intended – of the city. in India. But Dr. Chandrase- in one of his letters home, he as ordinary folks have neither the means to go 19. Public transport: Ah! That is a million khar viewed it in the opposite narrated a joke. A General for a car, nor the chance to take a flight – I do dollar question. Given the choice, who would way. He cited the example of whose uniform had a row of glit- not know. May I point out the following: not use the public transport? But, is the Gov- Ramanujan, the mathemati- tering medals was asked by an 1. Change the bulbs: CFLs are cheap and ernment able to run it efficiently? When it can- cian, who went to London and admiring woman how he came switching over to incandescent lamps costs 20 not run the service in any particular sector, it worked with Hardy. If he had times as much. does not even permit private operators. What is to win them all. The General not gone to London, according the remedy? replied (after pointing to an 2. Use solar device: To install a solar heater to Dr. Chandrasekhar, Rama- for hot water, the initial cost would be between 20. Save paper: The computer era has ush- insignificant medal in the row) nujan would have died un- Rs. 15,000 and 20,000. How many can afford ered in more wastage of stationery. Schools pre- that it was given to him by known and unwept. Dr. Chan- this, unless the Government comes forward to scribe more and more notebooks. These prob- mistake and others followed. drasekhar himself felt he would subsidise the product? lems should be addressed first. Whenever he visited not have done better if he had 3. Construct green buildings: Common people When fossil fuels are a diminishing Madras, Dr. Chandrasekhar stayed in India. cannot afford even an EWS quarters! In this commodity, they are wasted as if they are ever- invariably stepped into Presi- lasting. See the motorcades of VIPs. What is the Dr. Chandrasekhar wanted issue, MMM had mentioned about new build- dency College, his alma mater, ings using ‘Glass & steel’. Why don’t these necessity to have air displays during National Indian universities and centres and unobtrusively visited the buildings use solar panels instead of glass so that Day celebrations? What is the necessity for car of education to improve their lecture hall where he had sat in enough electricity can be generated for their races? Of course, I may be thought of as a spoil- infrastructure and encourage, in his early years. Usually he own use? sport. I do love to see such displays, but when greater measure, research. I feel fossil fuels are fast diminishing, we can hardly walked around the grounds in a 4. Turning off of computers: Those who have this is true even now. afford to use them for sport. Besides, the atmo- reminiscent mood. He was very computers would be already doing this. If India is to produce emi- sphere also gets polluted. much attached to the college. Items 5, 6, 7, 8, 10, 11, 12, 13, 14, 15, 23, nent scientists like Raman and etc. are obviously for very well-to-do persons. Though everyone is talking about conserva- His first paper was published Chandrasekhar we have to re- tion of fuel, energy, etc., no one seems serious in 1929, when he was just 19 9, 21, 22, 23 and 24 are obviously meant for vamp our education, changing the Government, since no one in Government about following any useful suggestions but those years old. It was a surprise to his it to the creative and the inno- takes notice of the feeble protests of the voice- who suggest such measures are looked down uncle, Sir C.V. Raman. upon. Just as the saying goes ‘Charity begins at vative from note memorisation less common people. Dr. Chandrasekhar used to home’, the Government should follow this ad- and by not giving undue impor- 16. Recycle: It is already stated that we are drive long distance from Yerke’s vice first and set an example. Will it do it? tance to marks but to creative adept in recycling. Observatory, William bay, to abilities. 17. Wind power: Would it be possible in a T.M. Sundararaman Chicago to teach a class of just city like Chennai? Suggestions should be practi- 19, Nallappan Street two students. His friends ques- R. Rajagopalan cal to be easily followed. Mylapore, Chennai 600 004 tioned the wisdom of the act. C-1 (First Floor), Vaishnavi Flats Later it happened that both the 22, Muthu Mohammed Street students got the Nobel Prize. , Chennai 91 different. I had to pay, aside ister M.K. Stalin made it very It’s Thirukolur from the actual charges of clear that they should treat the Dr. Chandrasekhar said, “My Honouring the great n K.R.A. Narasiah’s article Rs.250 towards the cremation bereaved honourably and whole class has got the Nobel I(MM, January 16th), it t is a pity that illustrious of an adult body, Rs. 1200 should not demand money, now Prize.” should be noted that Vaitha- Ipersonalities like Raman and (which we arrived at after hard that they had become the em- Classical music and litera- manidhi is the name of the pre- Chandrasekhar (MM, January bargaining) to the vettiyan. This ployees of the Corporation. But ture were his absorbing pas- siding deity of Thirukolur, a 1st) have not been honoured in was about nine years ago. even after becoming full- sions. While convalescing after village near – NOT . Is there a single Upset at this, I wrote in The fledged employees of the Corpo- a bypass surgery, he finished Thirukoilur, which is some- college, let alone university, New Indian Express which pub- ration, vettiyans have not rereading almost all Shakes- where near Chidambaram. peare’s works. named after them? It will also lished my letter. The letter re- changed a wee bit and they con- Dr. Chandrasekhar pos- be in the fitness of things if ally made the officials sit up and tinue to terrorise the bereaved Pradeep Chakravarthy sessed remarkable culinary statues of both are erected in take note, as it was at that time with extortion. ‘Deepthi’, the premises of the Presidency that M.K. Stalin became the 27, Gopalkrishna Road skills. He used to help his wife V.S. Jayaraman College, their alma mater. Mayor of the Chennai Corpora- Chennai 600 017 Lalitha in the kitchen and it was 31 Motilal Street said he could make dosais in a M.R. Pillai tion. The Corporation officials Chennai 600 017 visited me and gathered details. perfect circle. 110, Muthu Nilayam READABILITY When a relative wanted to Rupa Nagar They finally suspended the Tree authority buy a present for Dr. Chandra- Coimbatore 641 045 caretaker of the crematorium PLEASE sekhar, he said, “Buy me a pen- and laid off the vettiyans. The t is true that felling of trees Dear Readers, No change Ihas become a regular activity cil. That is the only thing I use.” caretaker and vettiyans met me As letters from readers Regarding the craze for going y own experience at the subsequently and pleaded for everywhere, particularly at con- increase, we are receiving abroad (that exists even now) MKannammapet cremato- help. Since my motive was to struction sites in the city, and it more and more hand written Dr. Chandrasekhar differed rium (MM, January 1st) was no make them understand the seri- goes unchecked by authorities. letters, many of them in a hand ousness of the issue and not to I wish to recall the two months’ so small and illegible or large hit them below the belt, I re- and more notice served on and scrawled as to be Tamil Nadu government by the unreadable. Often this leads to quested the Commissioner to our discarding a letter, particu- Our Addresses consider their case sympatheti- ’s first bench larly if some part of it is cally. The surprise action from headed by Chief Justice A.P. unreadable. For matters regarding subscriptions, donations, non-receipt of receipts the Corporation would defi- Shah ordering the formation of etc.: Chennai Heritage, 5, Bhattad Tower, 30, West Cott Road, If you wish us to consider your nitely have made the caretaker a tree authority to safeguarding letter for publication, please , Chennai 600 014. and the vettiyans to lie low only avenue trees, as is done in type it with enough space For non-receipt of copies, change of address, and all other circulation for some time. Andhra Pradesh, between lines or write it using a matters: MADRAS MUSINGS, C/o Lokavani Southern Printers Pvt. Ltd., It must be mentioned that and Maharashtra. medium hand, clearly dotting 62/63, Greames Road, Chennai 600 006. though the caretaker is an em- Besides this, the Chennai the ‘i-s’ and crossing the ‘t-s’. On editorial matters: The Editor, MADRAS MUSINGS, ployee of the Corporation, the Corporation should also take Many readers also try to fill C/o Lokavani Southern Printers Pvt. Ltd., 62/63, Greames Road, vettiyans are not. The latter are initiative in numbering the av- every square centimetre of a Chennai 600 006. merely licenceholders. Quite enue trees in all the ten zones postcard space, making read- No personal visits or telephone calls, please. Letters received will be ing or editing impossible. recently, the Corporation made for accountability purpose. sent from these addresses every couple of days to the persons concerned Please help us to consider and you will get an answer from them to your queries reasonably quickly. an epoch-making decision to take vettiyans onto its rolls. At a K. Ramadoss your letters more favourably by Strange as it may seem, if you adopt the ‘snail mail’ approach, we will be making them more legible for able to help you faster and disappoint you less. function put up to distribute 4/1, PE Koil West Mada Street us. THE EDITOR appointment letters to vettiyans, Ayanavarm the Local Administration Min- Chennai 600 023 – THE EDITOR 4 MADRAS MUSINGS February 1-15, 2008 The story of Madras Advertising

dvertising in Madras is By then, “talkies” had come dustrial development was based Aprobably as old as the city to the metropolis and adver- on light engineering goods, au- itself. ’s centenary tised regularly in the dailies. tomobile ancillaries and tex- volume records that in the early Among the earliest advertise- tiles.” Other agencies that years of the paper (1893 to be ments to use celebrity endorse- played a lead role in the city precise), the pages carrying ad- ments was Lux, which featured were F.D. Stewart, Grant, Ma- vertisements were on par with several South Indian heroines dras Advertising (mainly news pages. Some of the early such as Anjali Devi and T.R. Simpson’s business) and a few and consistent advertisers ac- Rajakumari. The Ananda local agencies. cording to the paper were P Orr Vikatan of S.S. Vasan was a pio- The admen of the city had and Sons (Watches and Jewels), neer in innovative, if indirect, long felt the need for a club of Spencer and Co., Lawrence and advertising. One instance was their own and this was the gen- Mayo (Spectacles), Madras its publicity for the 1939 film esis of the Advertising Club, Railway and Co., and Thyaga Bhoomi which was Madras. On February 18, 1956, Varadachari and Sons (Book- serialised in the magazine and twenty individuals met with the sellers). Most of these compa- was simultaneously being shot. idea of forming a Club for Ad- nies had artists on their payroll The serial used stills from the vertising Professionals. This was who prepared the advertise- film for visuals, a first of its kind. inspired by the Calcutta Adver- ments which were released in Movie moghul S.S. Vasan, who tising Club, which had been fol- the media. owned Gemini Studios and the lowed by a similar one in Vikatan, was known for innova- Some of the brands that were Bombay. The Advertising Club, tive advertising to publicise his advertised regularly in the city’s Madras, was formally inaugu- films. The hoarding industry media, but which were con- rated on April 7, 1956 by C.R. honed the talents of signboard trolled from other locations in Srinivasan. The first committee painters who could do the the country, included Vitex, had G. Venkatachari (Easterns likeliness of film stars, a Eno’s, Andrew’s Liver Salt, Advertising) as President, KRS uniquely Madras phenomenon. Cow & Gate, Murphy Radio, Varadhan (Shilpi Ltd) as Secre- Ponds was one of the big clients ativity. The tradition of awards These larger-than-life portraits Kolynos, Ostermilk and Oval- in the city. Later it merged with has continued till date. By then, tine. Most followed the adver- the Hindustan Lever Group. MRF had emerged as one of the biggest spenders on advertising tisements that were released in On June 13 and 14, 1964, England and the US and re- nationally. A big client in terms l the first ever ‘Seminar on Ad- by of press advertising was Brilliant peated them in the local media, vertising’ to be held in Madras SRIRAM V. Tutorials. with often the same visuals and was conducted. This was ad- models. dressed by R. Venkataraman, 1982 was an important year The vernacular press thrived then Minister for Industries, for the Club, for it witnessed the on advertisements for films, dominated the city’s skylines on tary and S. Parthasarathy (The Government of Madras. From Advertising Convention, with plays, gramophone records, hoardings. The film industry Hindu) as Treasurer. Other then on till the mid 1970s, sev- ‘Indian Advertising, the Emerg- various local remedies and cos- appears to have been a major members included P.S. Mani eral such seminars were held, ing Challenges’ as its theme. It metics. source of ad revenue for the Aiyer (P.S. Mani and Co) and the notable one being the 1966 also had the opportunity to host press, given that block colour S.S. Mani (Little’s Oriental event, with ‘Challenges of Self David Ogilvy, the ad legend, The popular media were advertising was ushered in with Balm). The Club had a formal Reliance in the Industry’ as its who addressed a joint meeting press (both magazines and dai- films. Ali Babavum 40 Tirudar- constitution which had as its theme. of the Ad Club, the Madras lies) and the hoardings. Ads in galum was the first to take ad- objective “Promotion and Fur- Chamber of Commerce, the The early 1980s saw more the press were only black-and- vantage of this innovation. therance of the Science and Art Madras Management Associa- magazines switching to colour, white and relied largely on illus- of Advertising.” The member- tion (MMA) and the Public However, at this time, most and improved paper quality and trations and a few half-tone ship fee was Rs.24 p.a. payable Relations Society of India. In agencies operated with a skel- printing technology saw some photographs. The printer’s in two instalments. The first 1988, the Club hosted its first etal office in Madras and it was excellent visuals, both photog- block was the most relied on year recorded a membership of ever International Convention customary for those in Bombay raphy and artwork, coming into tool for the visuals. Classifieds 65, which grew to 105 by 1958. – Advertising Future Shock to refer to Madras as “The Out- advertising. This was also the became big business from very (AFS), with its theme ‘Compet- post”. The first agency to set up period when the Engineering early. To commemorate the end of ing for the Future’. The AFS a full office in the city was J Industry and the Public Sector its first year, an exhibition of the was held again in 2001 (‘Rein- Over the years, Bombay and Walter Thompson (JWT) Undertakings began advertis- work of the Commercial Artists venting Advertising in the ICE Calcutta emerged as the adver- which came here in 1955. R.K. ing, thanks largely to the initia- Guild, brought in from Bombay, Age’) and 2007 (‘Integrated tising capitals, with several Swamy, then working in JWT’s tives of R.K. Swamy. was held on March 31, 1957. Communication and Disinte- agencies setting up base in those Bombay office, was asked to Lectures by prominent citizens With more and more agen- grated Agencies’). In addition, cities. But Madras appears to handle the Madras branch. The of Madras were held to publicise cies setting up shop in the city, seminars and workshops have have been an important loca- South was the smallest advertis- the exhibition and a souvenir Madras boomed as an advertis- been integral features of the tion. The Hindu regularly re- ing market in the country at the titled New Horizons, with 19 ar- ing centre in the 1990s. This Club’s activities. ‘Deadline’ is ported on speeches/letters on time, but that did not deter ticles and 65 advertisements, was, of course, because of the the name given to an annual advertising and a report dated Swamy. He proved his mettle by was brought out. September 18, 1926 refers to roping in the accounts of Ashok city becoming a commercial programme where creative Professor Joseph France of the Leyland, Parry’s and TI Cycles. The 1960s and 70s witnessed hub. By then it had the pride of groups are given 36 hours to Presidency College speaking on The Hercules ads for the TI the arrival of several powerful being the headquarters of an All complete a campaign, from brief ‘Advertising’ at the Senate Group were landmark cre- brands. Bata, an old player, be- India agency – R.K. Swamy’s, to execution. The lighter side House. The Advertising Agen- ations. The Binny account was came strongly entrenched in which opened shop in 1973. has included events such as the cies Association of India met in already a part of the JWT port- the South. Some of the products Advertising had “arrived” in annual quiz, the Adotsav (a fun 1935 in the city, with C.R. folio. In 1960 came S.H. that appealed strongly to the Madras by 1977 when the Con- programme) and sports events. vention of the Ad Club had Srinivasan of the Swadesamitran Benson (later becoming a part Madras psyche included The radio was a one-house ‘Advertising Today and Tomor- chairing the meeting. Multina- of Ogilvy and Mather, now Binaca, Rin, Liril, Cinthol, wonder, with the AIR being the row’ as its theme. Awards be- tional brands, almost all of them O&M). This was headed in Cuticura, Margo and Hamam. sole service provider. Its com- came a regular feature of the aimed at the home, dominated Madras by yet another advertis- ITC’s Scissors brand became mercial operation, Vividh Club in the same year when the the newspapers and it was no ing legend to be – S.R. Ayer. In the largest seller in , Bharati, began in 1967 and soon ‘Advertising Art Exhibition and wonder that The Mail chided his words, “the advertising busi- with Wills Filter following close some evergreen ad jingles such The Hindu in the 1930s for tak- ness in Madras in the early behind, thanks to the success of the South India Awards Nite’ ing a nationalist stance when it 1960s was limited. There were the “Made for Each Other” was held. The Hindu instituted depended on “foreign goods” no large FMCG manufacturers, campaign running in colour in a rolling trophy to be given to and their advertisements for its nor many OTC products. Its in- The Hindu. During these years, the agency that excelled in cre- (Continued on page 6) survival! February 1-15, 2008 MADRAS MUSINGS 5

Tyagaraja was built and, in time, The Dasi who the rival factions brought together.

* * * stood tall The account of the Devadasi battle to survive is his was a Madras Book daughter. Girls were the pre- rathnamma was invited to per- moving. It is a T Club experience with a ferred progeny here. ‘Chastity’ form at the Amba Vilasa Palace, little frightening difference. was re-defined by these women, Mysore. Unfortunately, Putta to reflect, with the The Word shared space with and they were never seen as Lakshmi had succumbed to tu- clarity of hind- Theatre, Music and Dance, in common prostitutes. berculosis by then ... but her sight, how close keeping with the book being The histories of both the oath had been fulfilled. the cultural world launched: The Devadasi and the Devadasis and the development came to losing its Saint – the biography of Banga- of music and dance in South * * * greatest treasures. lore Nagarathnamma, an icon India are inter-linked. Nagarathnamma lived for a Through that in the world of Devadasis – by Their world captures your while in Bangalore, before mov- difficult time, Sriram V, social historian, imagination; you have to fight ing to Madras in 1903. Nagarathnamma, writer, heritage and environ- an overwhelming tendency to Madras was a city teeming Secretary of the mental enthusiast. romanticise their lives, heeding with artistes, dancers, musi- Devadasi Associa- When you leave, your mind the author’s warning. cians, scholars, with the tion, proudly con- tinued to declare is a kaleidoscopic riot of images With declining standards Devadasi community being one herself a and sounds...the brilliant, poi- and outside influences, the In- of its most colourful compo- Devadasi, affixing gnant voices of Swarna Rethas, dian concept of sringara began nents, especially in George her signatures Rahul Krishna and Sandeep to take on slightly dubious Town, where lived the queen boldly to memo- Narayan (all disciples of Sanjay shades. The women were vul- bee of them all – Veena Bangalore Nagarthnammal randums pre- Subrahmanyam); the real-life nerable to exploitation. Being Dhanammal. sented to the characters brought alive by the abandoned in old age was com- A warm friendship was des- considered herself “an equal to Government. “I am a devar Madras Players under the aegis mon. Many endured harsh pov- tined to spring up between any male scholar of her times,” adiyal”, she announced, and this of theatre personality Prasanna erty. Addiction to alcohol and these two stalwarts. more significantly, she reached was “the war cry of the last Ramaswamy, with the author tobacco was rampant. Some By 1905, Nagarathnamma, across the years to touch Devadasi”. himself playing a cameo role. men born into this social group But the personality that to her credit, managed to carve Nagarathnamma’s life. were, at times, reduced to noth- a brilliant career for herself, emerged to tower over it all – Nagarathnamma, enthralled * * * ing more than ‘procuring even amongst such a glittering Bangalore Nagarathnamma. by Radhika Santwanamu, pub- Nagarathnamma’s relevance agents’. The naturally less-tal- array of stars. Who was this woman? lished a new edition. The storm today? this created, displaying the Nagarathnamma was born You cannot help but be same confused thinking and on November 3, 1878 to a struck by the very strong l moral policing so rampant to- Devadasi, Putta Lakshmi- by women featured in the book – day, is described by Sriram in ammal, under a birth star that RANJITHA ASHOK all Devadasis. Putta Lakshmi; detail. predicted that she would one C. Saraswathi Bai, the first lady day be rich and famous. Grow- A woman had dared to write Bhagavatar; Veena Dhanam- ing up in near-poverty, she an erotic classic, and another mal, an icon in her own right, scaled unimaginable heights in ented faced immense hardships. She certainly was one of a had dared to edit and publish it with almost-impossible-to-meet her music and dance career, and Scrambling for rich patrons, ei- kind. She considered the – and had taken on the estab- high standards; Dhanakotiam- was a “doughty feminist” in an ther for themselves or for their “learned and erudite courtesans lishment at that. “It required mal of Kancheepuram; freedom era as yet unfamiliar with the daughters, was common, fur- of yore” her ideal. She was enormous courage....” said Dr. fighters like Madras Lalithangi term. thering negative images of among the first women profes- K.N. Kesari, years later, “and and Padmasini Bai; Muddu only Nagarathnamma could Palani...and many others. Sriram V. first read about her Devadasis in general. sionals to pay income tax. She have done it.” in 1984, in Sruti magazine, while There was always an element was financially savvy, made wise There were so many ‘cool’ still a freshman in college. of contrast, of irony. They lived investments, and spent lavishly Saint Tyagaraja (1767-1847 women, long, long before Gen “Since then, she had a habit of for the arts, yet some lives some- on jewellery. She had finely AD) was Nagarathnamma’s X (or is it ‘Y’... these alphabeti- popping up often in my times carried shades of dark- honed survival instincts, and favourite composer. cal labels are confusing?) came could adapt quickly to change. thoughts.” ness. One October night in 1921, up with that word. Given the growing popularity of This then was Naga- she had a life-changing vision – Nagarathnamma’s story, told In 2002, Sriram decided to the Anti-Nautch Movement, rathnamma’s mixed legacy. Tyagaraja raising his hands and in loving detail, as if the author ‘pen a biography’ of Naga- she saw the wisdom in entering blessing her. Next morning, she is speaking of an old, very dear rathnamma. Prasanna Rama- Nagarathnamma knew in- the ‘new’ field of entertainment received a letter from her guru friend, is ultimately a timeless swamy was equally fascinated by tense hardship as a child. Her — recorded music. ‘Miss Bidaram Krishnappa, bemoan- story of the triumph of the hu- Nagarathnamma ever since she mother fell out with her patron Nagarathnam of Bangalore’ ing the fate of Tyagaraja’s man spirit – of hard work, de- had read about the woman’s at- and moved to Mysore, then ‘a soon featured on gramophone samadhi in Tiruvayyaru, speak- termination, belief in oneself, tempts to publish the contro- veritable crucible of arts’, find- discs. versial Radhika Santwanamu in ing a new patron in Giribhatta ing of the neglect, the infight- tempered with humility and Treated like royalty at the 1911. Thimayya, scholar, musician ing and rivalry between two compassion. peak of her career, she designed and instructor, who undertook groups, Periya Katchi and In her sassy, in-your-face at- a portable tambura, especially * * * Nagarathnamma’s tutelage. But Chinna Katchi, holding rival titude, you see contemporary convenient for travel. Gener- aradhanas in the little town in The concept of dedicating she proved to be a student of overtones. ous, charitable to a fault, she the name of the ‘greatest com- women to temples, a common that variety some teachers was also a skilled orator with a poser of all time in Carnatic feature of most ancient dread – the one who outshines * * * great sense of humour. music’. He begged her to take civilisations, was well-known in her guru. Predictably, Giri- In May 1952, chanting the With age and growing bulk, charge and restore and renovate South India. Devadasis, the ‘the bhatta turned on her, threw names of Rama and Anjaneya, music ultimately took centre- the samadhi. If anyone could, he handmaidens of God’, were mother and daughter out, Nagarathnamma passed away. stage in her life. emphasised, it was her. dedicated to the arts outside prophesying that the 9-year-old Till the end, achievements by temple precincts too, attached was destined to do nothing but And so she did. women always held a special to kings and rich patrons, and “collect cow-dung in the streets * * * She also ensured the partici- place for her. But she was never entertaining masses with music of Mysore.” She had a tremendous pas- pation of women in the a rabid male-basher. “Good and and dance. Many of them were Putta Lakshmi swore that sion for Telugu literature, espe- aradhana – a hitherto forbidden bad exist among both the jatis literate, learned, and enjoyed they would return – at the be- cially the work of Muddu practice – by the simple method (male and female).” she’d state. Palani, scholar, littérateur and absolute right over all properties hest of the Maharaja himself – of conducting an all-woman “To my heart’s content you concubine of the 18th Century bequeathed to them by the and her daughter’s hands would aradhana herself, taking the have made my glory shine...” King Pratapasimha, and the au- temple, protected by a matriar- be decked with bangles given in crowds by storm. Tyagaraja’s own words are per- thor of the erotic Radhika chal system which ensured appreciation of her talents. In The mandapam around the haps the most fitting epitaph to Santwanamu. Muddu Palani property went from mother to 1893, as prophesied, Naga- samadhi of the great composer this, his most devoted, Dasi. 6 MADRAS MUSINGS February 1-15, 2008

The story of Down by the Adyar Madras Advertising he first movie studio in film-maker K. Subramanyam, TAdyar came up on – The studio and the star actress, S.D. (Continued from page 4) (Current Affairs questions are Greenway’s Road on the north- that kept Subbulakshmi. from the period January 1st to ern side of the . as those for Det Soap, Tinopal, 15th. Questions 11 to 20 per- C.V. Raman, a lawyer by profes- changing its The making of this success- Rasna and Woodwards Gripe tain to Tamil Nadu and sion, was the brother of that ful movie has some interesting Water were created for this me- Chennai.) sadly forgotten pioneer, A. name sidelights. dium. Doordarshan, again a Narayanan. Both were from the one-channel wonder till the 1. Which two countries adopted One of the partners felt dis- zamindary town of early 1990s, made a small begin- the Euro as the currency on appointed by the treatment January 1st? and entered films during the si- ning in 1975. Madras, always a lent film period. They under- meted out to him by the seniors 2. Name the most famous New film centre, became a location went training under and thought of a novel way to for making ad films as well. Sun Zealander, a pioneer in moun- register his protest. The studio Raghupathy Prakash (see MM, TV is a Madras phenomenon taineering, who passed away on did not have a compound wall January 1st) and then Raman which has gone on to become January 11th. and he would park his car on set out on his own to become a national and international as 3. The tough and world-famous the adjoining road. As soon as producer-director. well. With others in the city Dakar Rally was cancelled ow- shooting began and K. Subra- realising the potential of televi- ing to safety concerns in which manyam shouted “Action!” he He promoted many movie sion advertising and several country? would start honking the car companies. Obviously he was a cable channels being estab- 4. Why would January 9th be an firm believer in the dictum “En- bulb-horn gleefully! The harsh important date in Indian motor- lished, television today nation- terprise with caution!”, for he sounds spoiled the ‘take’ and ing history? ally accounts for 50% of the made good use of his legal the shot had to be taken again. Rs.13,000 crore advertising in- 5. Which disgraced Olympic knowledge to promote joint This went on, over and over champion was sentenced to six dustry. stock companies with limited li- again, for some days. Soon, the months in prison for lying about other partners realised that the With liberalisation came performance-enhancing drug ability. Indeed, his close friends wisecracked that this was the who had a only way he could be silenced boom time in advertising and, usage and a role in a check fraud deep interest in the business was to buy his share in the part- perhaps, reflecting that in 1994, scheme? only instance where his knowl- side of cinema and experience nership on his terms and get rid the Ad Club became the proud 6. Name the NASA spacecraft edge of law was put to use! Be- sides promoting film companies, as a distributor. of him with his car, bulb-horn owner of permanent premises of that on January 14th became and all! That’s exactly what Al. its own at Carex Centre, off the second, and the first in 36 he wanted to own a studio, Al. Rm. AL. had a partner, Rm. and his colleagues did! Mount Road. Named the ‘Cen- years, to fly past Mercury. which was the practice among producers in those days. Sm. Letchumanan Chettiar tre for Advertising’, it was a first 7. Who on January 14th be- from Managiri, who was popu- The studio floor had no ceil- for any Ad Club in India. Later, came the first Indian American Raman floated ‘Lalitha larly known as ‘Lena’ in the ing and shooting had to be done the Club moved to larger pre- Governor in U.S. history when Cinetone’ as a limited company Madras movie world. He was a courtesy the Sun God! That was mises on Bazullah Road, he was sworn in as the 56th powerful person in the South the period when electric lights Governor of Louisiana? with Kasi Chettiar as his main T’Nagar. backer. Friends like Prakash Indian film arena during a par- were not used in the few film 8. Which country launched the The Club pioneered the con- also contributed to the kitty ticular period. He was a drama studios of Madras. As shooting ‘Bolivar Fuerte’ or ‘Strong cept of courses on advertising. and Raman leased a 25-acre was done with sunlight, there Bolivar’ currency on January It held them initially in collabo- property with some superstruc- were no fixed time slots for 1st? ration with the MMA. But, in tures in Adyar. It had Green- breakfast, lunch or tea. When- 9. Name the creator of the ras- 1994, it launched its Postgradu- way’s Road on its north, the ever clouds hid the sun, all cally Harry Flashman who Round the ate Programme in Advertising River on the south and Brodie would rush to eat and when the passed away on January 2nd. Management, once again a first Castle as one of its boundaries. sun reappeared, all would rush 10. Name the British Culture City’s in India. The PGDA has been a The property belonged to the back, leaving the half-eaten Secretary who has promised his great success over the years. Nawab of Arcot and the food behind! Stars, small fry, country a new ‘Renaissance’. old studios Perhaps the only activity of the monthly rental was Rs. 150! the crew, the bosses and the Club which did not meet with * * * Thus there came into existence guests all ate the same food. with success was its effort to bring 11. What ‘first’ did the PDS a studio that, after a chequered There was no special food for a out a journal. This has had a shops on Lakshmipuram Road history and many changes of chosen few, as is the fashion to- RANDOR GUY chequered history and has been and Singarachari Road in ownership over half-a-century, day. coming out in fits and starts. area of Chennai finally became Satya Studio and achieve recently? became the property of the Then there was ‘the crow- With such a successful his- 12. With which prestigious MGR family. shooter’, an important member tory, it was no surprise that the award of the Music Academy contractor in and of the studio technical crew. Golden Jubilee of the Ad Club were B. Krishnamurthy and V. Many memorable movies also dealt in second-hand cars. Adyar was then a much- was a gala event which also Subrahmaniam honoured on were made here. C.V. Raman, He was the first man to print wooded country and the studio January 1st? marked the bringing out of a however, did not produce any and distribute handbills in had many tall trees where the consolidated volume on the his- 13. Who won the Chennai films here. And, soon, Lalitha Tamil about the cars he had for crows gathered. The leftover Open on January 6th? tory of the Club and also of ad- Cinetone sank without a trace. sale. It was an innovation for food carelessly thrown by the vertising in Madras. Titled A 14. How many new routes were Never at a loss over losses, the day and pleased his rich cus- actors and crew attracted the Compendium of 50 years, 1956- introduced by the MTC in Raman at once promoted an- tomers who could not read En- crows and their happy cawing 2006, it was put together by S. Chennai on January 14th: 36, other movie company, ‘Na- glish. He became a successful disturbed the shooting. The 42, or 56? Krishna with the support of tional Theatres Limited’ and producer and made many hits in crow-shooter armed with an air R.V. Rajan (Anugrah Madison) 15. Vikram’s new movie transferred the studio to his new the 1940s and 1950s in Tamil gun would shoot in the air two Bheema, is directed by? who was Chairman of the venture. With much difficulty and Telugu, like Krishna Bhakthi or three times, scaring the crows Golden Jubilee celebrations. 16. Which educational institu- he produced a silent film, 1948). However, he faded away off the trees, and as soon as the tion was formed on September Vishnu Leela (1932), here, and his later years were spent in birds flew away, the cameras In addition to tracing the 4, 1978, as a unitary type of uni- which was directed by Prakash. distress and oblivion. would roll! His name appeared history, it has thought-provok- versity? This was done even after mov- in the credit titles ‘Crow ing articles by well-known 17. The Vellore Fort houses ies began to talk in Tamil from It was at Meenakshi Shooter... XYZ (he was an names such as S.R. Ayer, N. which centre of learning? 1931. Cinetone that Al. Ar. and his Anglo-Indian, for Hindus in Murali, V. Kalidas, Dr. S. 18. Which sport is Alanganallur partners produced the hit of those days did not wish to shoot Krishnaswamy and Ramanujam in Madurai District famous for? NTL too plunged into prob- 1934, Pavalakodi. This film crows, which were believed to Sridhar. 19. Which district’s name liter- lems, but, unfazed, Raman cre- be the vahana of Saneeswara, or marked the debut of M.K. This volume is a must read ally translates to ‘black hill’? ated another company – Saturn!). Thyagaraja Bhagavathar, the for any serious student of the 20. In 1996, if Madras became ‘Meenakshi Cinetone’. Some of first super star of South India. It mercantile history of Madras. Chennai, what did Periyar be- his friends in This was how ‘shooting’ was was also the debut as director of The book, priced at Rs.500, is come? Chettinad helped him with done before the era of Satya a sadly neglected Indian film available from the Ad Club at funds. One of them was Al. Rm. Studio dawned. (Answers on page 7) pioneer, that lawyer-turned- Bazullah Road. February 1-15, 2008 MADRAS MUSINGS 7 A festival for the people

hennai Sangamam, a city- in a way it has succeeded in do- named Marimuthu. At the in- Cwide festival celebrating ing that, for Chennai is really a augural held at IIT-Madras, the the folk arts, was held for the representative or a microcosm theme was the significance of first time in 2007. That year, lo- of the entire State of Tamil the Pongal festival. Marimuthu gistic reasons resulted in the fes- Nadu, with people from all dis- chided the people of the city for tival being held in February. tricts living here. This auidence dumping their trash, comprising This year, it was held when it was offered a host of folk art papers and plastic bags, on the ought to be – around Pongal. It performances, such as Parai- roads, making it difficult for his was a week-long celebration be- attam, Nayandi Melam, ilk to navigate. He also la- tween January 10th and 17th, Karagam, Kavadi Attam, Thevar mented the passing of the old ‘Best Book for Children 2007’ presented by Tamil Maiyam and Attam, Mannin Padalgal, Tharai bungalow houses where on – Sunday Times, London the Department of Tourism and Thapattai, Oppari, Madu Attam Pongal day he would be fed hay Culture, Government of Tamil and Karagam. There were also and other goodies by the ara Publishing’s That’s How I see Things by Sirish Rao and Nadu. woman of each house. In a TGond artist Bhajju Shyam has been declared the ‘Best Book At 20 venues, such as parks, l by speech that could have taken a for Children 2007’ by the Sunday Times, UK. beaches and campuses of edu- leaf from Madras Musings, It has been described as “an absoultely marvellous book ... cational institutions, the A STAFF REPORTER Marimuthu asked the public as for anyone from the age of six to ... whatever, octogenarian and organisers showcased tradi- to why they visited only the beyond” on the BBC. tional folk arts which, under the Sufi music concerts and beach on Kaanum Pongal day onslaught of television and cin- Hindustani performances. when there were so many his- motion. Speeches were kept to The festival has provided an ema, are facing a steady decline A welcome and much-ap- toric buildings in the city to be a bare minimum. outdoor celebration opportu- in patronage. The classical arts preciated new feature this year viewed. The Sangamam also The events of the week came nity for the city, most of whose were also included, with the was the South Indian Food Fes- had its own anthem and theme to a close with a grand finale on residents prefer to celebrate in emphasis being on making them tival. Chefs from leading hotels songs – which were later played 17th January at Elliot’s Beach. It the privacy of their homes. Let’s available to the public at large in the city got together to offer at all the venues. The inaugural witnessed colourful floats, per- face it, Chennai has never had through the choice of open-air southern specialities at very set the tone for the festivities formances by 1200 folk artistes, a communal festival like venues. reasonable prices. Each venue that followed – for it was tightly and a breathtaking firework dis- in Mumbai, Sub-titled ‘Tiruvizha, where the Food Festival was packed, with no slackening of play. It has since been decided Durga Puja in Kolkata or Ram namma teruvizha’ (The festival, held featured the cuisine of a the pace. The emphasis was on that the Sangamam will be Lila in Delhi. the festival of our street), it different part of Tamil Nadu. providing good, clean enter- taken to all the suburbs and im- originally aimed to showcase The Sangamam had its own tainment with the right mix of portant towns of the State from Sangamam appears to pro- what Chennai was all about and mascot this year, a white bull education and awareness pro- next year. vide the ideal outlet and, by dovetailing it with Pongal, the brains behind the idea appear to have hit upon a winning for- mula. Judging by the crowds that attended, the festival made families come out together, away from the claustrophobia of modern day flats and the tyranny of the TV serials. If there was one cause for complaint, it was this: once again ap- peared to be given the go-by. This must be rectified in the Join INTACH-TN in this appeal coming years.

The Chairman we trust LIC, as a leading public institution with stated social Life Insurance Corporation of India objectives, would be committed to preserve the country’s heri- Answers to Mumbai tage. You have recently restored your own property, Metropoli- tan Building, in Kolkata and we are sure you will take efforts to Quiz Dear Sir, extend this sensitivity to restore Bharat Insurance Building in Chennai. e the citizens of Chennai are concerned about the future We, the citizens of Chennai, look forward to LIC playing a Wof the Bharat Insurance Building, formerly known as Kardyl 1. Cyprus and Malta; 2. Sir stellar role in not only preserving this wonderful building but Edmund Hillary; 3. Mauritania; Building, situated on . The building was slated for also in restoring it to its original glory. demolition some years ago, which decision INTACH (the Indian 4. Tata launched the world’s Thanking you, cheapest car, the ‘Nano’; 5. National Trust for Art and Cultural Heritage)- Tamil Nadu has Yours faithfully on several occasions requested you to reconsider and instead, re- Marion Jones; 6. Messenger; 7. store the building. We, as citizens interested in the heritage of the Bobby Jindal; 8. Venezuela; 9. city, join in this request to you to please not demolish the building (Name) George MacDonald Fraser; 10. but restore it. James Mark Dakin Purnell. Designed initially for a renowned firm of chemists, this pala- * * * tial structure was planned to accommodate a showroom and A) Appeal may be emailed with your name and address to 11. These outlets of the several offices. Truly unique in detailing, it features numerous [email protected] Tamil Nadu Civil Supplies Cor- towers, domes, gables, bas-reliefs, arched openings and a or poration (TNCSC) and TUCS Mangalore tiled roof. In its interior it possesses highly ornamen- B) Scanned copy of the appeal letter duly signed may be emailed went online, as part of the tal ceilings and stained glass panels, all of which form a wealth of to [email protected] Government’s e-governance architectural heritage. It is a rare example of eclectic architec- initiative; 12. ‘Sangita Kala ture, reflective of the late 19th Century. The building is an im- INTACH No.1, Second Street, Wallace Garden, Acharya’; 13. Russia’s Mikhail portant link in the architectural history of our city and has been Youzhny; 14. 36; 15. Lingu- identified as a Grade I building by INTACH and finds place in Near Apollo Hospital, Chennai 600 006. Ph. 28334878. 42107932. samy; 16. ; 17. CMDA’s list of Heritage Buildings. Thiruvalluvar University; 18. The Government of India is a signatory to the ICOMOS Char- Forward to as many people as possible to save your City’s Jallikkattu; 19. Krishnagiri; 20. ter of The International Council on Monuments and Sites Heritage. Erode (during the renaming of adopted by UNESCO for the protection of World Heritage, and You can make a difference! districts). 8 MADRAS MUSINGS February 1-15, 2008 DO WE HAVE A India Post at 24x7 booking counters are open at: Anna Road HPO l HERITATE ACT? l SPCC Chennai (St. Thomas Mount HPO) your service l Chennai Airport PO and l Chennai Sorting Office (near Central Sta- (Continued from page 1) please! – and persuading them tion) ast, reliable and economical, EMS to to draw up a proper Heritage For more details call 2852 0202; 2859 Act that would, among other Speed Post of India Post is now avail 3079; 2854 8837 Whenever I have heard this F Act mentioned during recent things, prevent such cinematic able to more than 1250 cities in India Speed Post rates and 97 countries across the world. weeks, it has made me wonder gestures. And the Department, Documents and merchandise are accepted Upto 201- 1001- Above whether this was the Act that working with INTACH-TN, upto a maximum weight of 35 kg, but for Weight Local 200 1000 2000 2000 had little to do with general did draft such an Act that is still conditions that apply please contact the km km km km heritage and conservation of lying somewhere. Upto 50 g Rs. 12 25 25 25 25 historic buildings, precincts and telephone numbers given below. Those 32 designated Heri- 51-200 g Rs. 20 25 30 50 60 artefacts but everything to do ‘Book now, pay later’, insurance, and free tage Villages/Towns increased 201-500 g Rs. 20 40 45 70 80 with listing 32 villages and pick-up-at-doorstep facilities are all now to 38 a couple of years later and, Additional towns as Heritage Villages/ offered, but conditions apply. according to what one of the 500 g or part Rs. 5 7.50 15 30 40 Towns and spelling out devel- Civilians who mentioned the opment plans for them. All this Act, are now 48 in number. Ma- listing happened nearly a de- India Post also offers a customised mailing dras that is Chennai, to the best cade ago, if we remember right, solution called ‘Business Post’. This service, of- of our knowledge, is not among when INTACH-Tamil Nadu fered at 53 Business Post Centres in Tamil them. Be that as it may, this Ci- was sitting with Town and Nadu, provides total mailing solutions; pre- vilian did not seem too taken up Country Planning officials and mailing activities including collection of mail, with the idea of conservation in expressing their horror at the insertion, gumming, addressing, franking, and the case of these listed villages/ plans drawn up for the listed vil- despatch; and special transmission by direct towns; he was more focussed on lages/towns – fountains and bagging. developing them as tourist des- parks and coloured lights, if you For more details call: 2859 2321; 2855 tinations. Imagine hundreds of 0286; 2854 8837. tourists being taken to small vil- lages and let loose in heritage buildings and a lifestyle out of the past! Surely what is needed Laughs on the links is proper conservation of the past and then allowing the tour- ist to discover it in a controlled l Some golfers can shoot their age. So far I’ve managed to shoot manner. The emphasis should Till February 5: Sutra, triadic ex- Heritage Centre, 3.00 p.m. for my weight “195”. pressions in canvas, stone and schools, 7.00 p.m. for public). be on conservation of a precious textile by Lakshmi Srinath (at February 9: Open Studio. l If you can keep your left arm straight for 18 holes, you’re past, not the creation of a tour- Forum Art Gallery). Indianostrum Théâtre will offer entitled to bend it on the 19th. ist facility alien to the heritage. Till February 5: Drawings & Paint- an experience with dancers and l It is easy for me to keep my head down, I don’t want to face If you want tourists to enjoy ings of K.G. Subramanyan (at actors and also a discussion on anyone with my scores. Gallery Sumukha). Sophacles’ Antigone (at Alliance your heritage and ancient cul- Till February 10: Group Show – Francaise, 7.00 p.m.). l In life nothing’s perfect, if you think you’ve got your golf game ture and traditional skills, offer- An exhibition of paintings and February 12 & 13: Meeting with together your marriage falls apart. ing them parks, fountains, sculptures by nine artists (at Serge Bromberg who has been swimming pools and glitzy light- l Don’t worry if you blow 18 holes; the 19th will make up for it. Vinnyasa Art Gallery). involved in the preservation, res- ing, and multicuisine restau- Till February 29: Vasantha Vizha toration and distribution of clas- l Golf is a very dangerous game, you can easily get hurt if the rants – all of which they have and Children’s Mela (at sic cinema in all its forms since stakes are too high. seen done much better else- DakshinaChitra). 1985. where – is not the way to go. At DakshinaChitra: l Golf is an electrifying word; just hearing it makes my wife February 5: The Absent Lover, pre- blow a fuse. sented by Thresh-Preeti Workshop for adults If ever we get to see that in- February 10: Screen Printing Vasudevan. A major new pro- l There are two types of golfers: handicappers and sandicappers. visible Act, perhaps it will have duction from Thresh, re-working Workshop For further details on workshops l Golfers and fishermen have something in common; they are something to say on this. Till the passion and mystery of a 5th then, we hope heritage towns/ Century drama by Sanskrit mas- and to register please contact both outdoorsmen, nature lovers and liars. – (Courtesy: Com- ter-poet Kalidasa (at Chinmaya MCF: 24462435 / 24918943 or pass, the house journal of India Cements) villages are not going to be de- Ms. Lakshmi @ 98417 77779. veloped like the IT Corridor.

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Published by S. Muthiah forfor ‘Chennai‘Chennai Heritage’,Heritage’, 260-A,260-A, TTK TTK Road, Road, Chennai Chennai 600 600 018 018 and and printed printed by by T TJ JGeorge George at atLokavani Lokavani-Hallmark Southern Printers Press Pvt.Pvt. Ltd.,Ltd., 62/63,122, Greams Greams Road, Road, Chennai Chennai 600600 006.006. EditedEdited byby S.S. MUTHIAH.MUTHIAH.