Complete study on amar chitra katha branding

1. By :
Chintan Desai
Pgcm4- 1408.

2. Founding thoughts
•‘ Children love stories & stories with pictures
are even more popular’
• Founded in year 1967 by Anant Pai.
• "Immortal Captivating (or Picture) Stories") is one
of India's largest selling comic book series, with
more than 150 million copies sold in 20
Indian languages.
• Objective- Credible source of Indian
mythology, folklore, epics, history, culture &
heritage for children

3. Familiar formats

4. 4Ps of Marketing
Online, WoM
back of book, BTL
Online, retailers,
book stores
India’s history,
culture &
heritage
VFM, affordable,
volumes based

5. Comics- perceptual map
Expensive
Traditional International
Affordable
Karadi tales
Popeye
Phantom
Marvel (Spiderman, Spider Girl,
X-Men & Wolverine, Hulk,
Fantastic 4)
Archies
Vernacular
Ben10
Tinkle
Asterix
Tintin
DC (Superman, Batman,
Robin, Wonder Woman)
Richie Rich
Commando
Disney
Chandamama
Noddy
Champak

6. STPD
Indian school
Children, young parents
& teachers.
Route to their
Roots & entertainment
Credible, sober &
variety
Educated urban &
rural Indian school
children

7. ACK mental map
Indian
Comics
Mythology
History
Stories
Acceptable
Knowledge
Art
Childhood
Library
School
Hobby

8. Externalisation
Internalisation
Physique (Purpose)-
Knowledge, History,
comics.
Personality (Soul)-
Traditional Indian
persona (kids).
Culture (Brand in
customer’s conscience)
Indian ancient culture
Relationship
(Brand to customer)-
Social, comic con
Reflection (Customer
identifies wrt brand)-
Values, focus,
Entertainment.
Self-Image
Credible, acceptable
Kids who loves
stories .
ACK Kapfarer’s Brand identity prism

9. Brand Identity & Image
Customer’s Mind
Identity
Image
(Perception)Credible
source of
Indian
mythology
& history
for
children
Comics
acceptable
source of
Indian
mythology &
history with
entertainment
Position
Indian,
credible
route to
roots in a
comics
flavor

10. Brand expansion
Category
Channel
Adjacent
Segment
Geography
Broadcast +
virtual
media
Broadcast +
virtual
media
Print media to
entertainment
Print media to
entertainment
TV
Cinema
Mobile
Internet
TV
Cinema
Mobile
Internet
ACK
Indian to globalIndian to global

11. ACK Digital Media- Tie-ups
• Strategic fit- leverage own content strength of comic
books to harness digital media reach & potential
• Turner TV- Tinkle and Amar Chitra Katha
• Vodafone Essar mobile- audio books, comics,
ringtones & wallpapers
• Synqua mobile games- Bheema, Arjuna, Suppandi
• iRemedi- ACK comics on iPhone & iPod, global audience
• NPL- online, 2D multi-player game- Legend of Katha

13. PLC extension, strategy map
Amar Chitra Katha
Comics
Online
TV
Cinema
Mobile
Gaming
1967 2006 2007 2008 2009 2011
Synqua
Turner TV
iRemedy
Vodafone
ACK Media M&A

14. Customer engagement
• Flip-pages to give comic feel
• Download ACK heroes
• Write own stories
• Draw your own art & post it.
• Narrate own tales, share with others.
• Design and mail a new ACK comic cover for
existing title. page likes
1,32,650

15. Amar Chitra Katha- value proposition
Functional-
Authentic, insightful,
easy to read, sober
Economic-
VFM, Sets
Emotional- Quintessential Indian history & glory
Social – Knowledge & entertainment

16. Amar Chitra Katha – current scenario
• India’s most popular comic series ever.
• 150+ million copies till date.
• 3 million copies per year, 10000 every day.
• 436 volumes collection.
• 20+ languages & e-book available on mobile app.
• Global ambassador for Indian culture &
Indian heritage.

17. References
•India's Immortal Comic Books: Gods, Kings, and Other Heroes, by Karline McLain,
Indiana University Press, 2009. ISBN 978-0-253-22052-3
•Turner laps up Amar Chitra Katha, Omkar Sapre PUNE , ET 7Aug09 p18
http://ibnlive.in.com/news/amar-chitra-katha-to-make-its-tv-debut-soon/99031-8.html
• A New Avatar For Amar Chithra Katha! Mumbai, July 20, 2009
http://living.oneindia.in/kids/book-movie-reviews/2009/amar-chitra-katha-270709.html
•Amar Chitra Katha and the construction of the Indian Identity- Pramod Nayar, The
ICFAI Journal of English Studies, Vol. 1, No. 1, pp. 26-35, March 2006
•Amar Chitra Katha & Turner Ink Deal For Animated Films & TV Series; Legend of Katha
http://www.medianama.com/2009/08/223-amar-chitra-katha-legend-of-katha/
•Synqua Games To Develop Games On Amar Chitra Katha
http://www.medianama.com/2009/04/223-synqua-games-to-develop-games-on-amar-chitra-katha-tinkle-right
•Now Amar Chitra Katha is available on iPhone, iPods, Business Standard
Reporter / Mumbai June 3, 2009
•Changing with times: Amar Chitra Katha, Kanupriya October 7, 2008

18. References
•The Classic Popular: Amar Chitra Katha, 1967-2007. By Nandini
Chandra. New Delhi: Yoda Press, 2008. 260pp Paperback: ISBN-10:
8190363433 || ISBN-13: 9788190363433
•ACK Media Pvt Ltd. Updated 03/8/2009
•http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=39144912
•The Classic Popular: Amar Chitra Katha (1967-2007), by Nandini Chandra, Yoda
Press, 2008. ISBN 81-903634-3-3.
•Amar Chitra Katha makes a comeback online Oct 15, 2008
http://en.wikipedia.org/wiki/Anant_Pai
•The Evolution Of Comic Strip And Its Changing Characteristics,Manas
Maisnam http://www.kanglaonline.com/index.php?template=kshow&kid=728
•Comics may be India's new cult biz TNN 18 August 2006
•Amar Chitra Katha to make its TV debut soon Manisha Mahaldar / CNN-IBN,
Wed, Aug 12, 2009
•http://www.expressindia.com/latest-news/Amar-Chitra-Katha-makes-a-
comeback-online/373664/