MGR, short for MG Ramachandran, was an unparalleled movie star (in Tamil language) who grew to astronomical heights through his movies. His movie songs, which embodied his lofty ideals and irresistible persona, continue to inspire millions even decades after his death. Made him not just a ruler but immortalized his cult figure - which was symbolized by his trademark dark sunglasses and the iconic furry cap.
When Aircel decided to release a product which would let its subscribers enjoy MGR's songs on their mobiles we figured the communication would be most powerful if it centered on his imagery - which we achieved through typography - by arranging the song titles, lettered in Tamil.
(Through other agencies)