Team no:3 Rojar Franklin J , Prasath R, Shunmuga Raman S, Rakesh Kanna, Akshara S,

Yatheeshwaran A
Amar Chitra Katha: Changing The Brand with Changing Times
PROBLEM
SAMIR PATIL CEO of ACK media need to make a decision on
1) To discontinue electronic forms of content or
2) To put more emphasis on electronic forms of content and less on printed books or
3) To maintain equal emphasis on electronic and print forms.
INTRODUCTION

Amar Chitra Katha, the flagship brand was founded in 1967 by Anant Pai in Mumbai .
This illustrated series comprises the best stories from the great epics, mythology, history
and folktales. It has more than 400 comics in 20 languages (English is the primary
language), that have sold 100 million copies to date, making it a cultural phenomenon.
In year 2007, Amar Chitra Katha has been acquired by ACK Media which is Indias
leading entertainment and education company for young audiences.
LOGO

The logo of the brand symbolized the sun as well as learning sine light was associated with
learning. In exhibit 2 .
PRODUCTS
Amar chitra katha

The brand Amar Chitra Katha is known to bring to life Indian mythological and historical
stories and have served as a preferred medium of introducing children to the richness of
South Asian culture. Much of my generation since its launch in 1967, have grown up
spending endless hours reading the tales of brave kings, queens, demi Gods and religious
characters at the same time imbibing values of morality, wisdom, kindness etc.
Tinkle
Its monthly magazine targeting for a young audience .
Its started in 1980 and published till 1998 .
Tinkle having the different logo
It contained comics, puzzles, general knowledge, contest and other feature targeted at
school student .
PARTHA

Team no:3 Rojar Franklin J , Prasath R, Shunmuga Raman S, Rakesh Kanna, Akshara S,
Yatheeshwaran A

Its a monthly digest first released in 1986.

Initially it was running success but not achieved success in long run.
NEW MANAGEMENT
In 2007, entrepreneurs Samir Patil and Shripal Morakhia acquired and incorporated Amar
Chitra Katha and its sister brands like Tinkle and Karadi Tales, besides bringing together
the publication and the distribution business (India Book House) under a single corporate
entity called ACK Media.
In august 2008 , tinkle website was developed. A month later amarchitrakatha.com was launched.
Ack media made tie up with

iRemedi- ACK comics on iPhone & iPod, global audience

Amar Chitra Katha Pvt. Ltd. have launched 'ACK Comics' , their official digital comic
appthrough which readers can access the timeless tales. Previously available on
Windows 8, ACK comics is now available on iOS and Android platforms.
Deals with flipkart, amazon, snapdeal, firstcry.com & many more to sell ACK
products online also through there website
TV MEDIA LIKE CARTOONNETWORK AND POGO
DIGITALISATION OF WORLD

THERE WAS A RAPIDLY CHANGE IN THE MEDIUM AND THUS MEDIA FROM
TRADITIONAL TECHNOLOGY MOVED TO MORDEN TECHNOLOGIES LIKE
MOBILE, TELEVISION, AND DIGITAL MEDIA WHICH INCLUDES WEBSITES, MOBILE AND IPAD APPLICATION.

THIS MORDEN TECHNOLOGIES GAVE TOUGH TIME TO THE OLD AND

TRADITIONAL MEDIA THAT IS PRINT MEDIA.

MORDEN TECHNOLOGIES WERE MORE CONVINITENT TO GAIN POPULARITY,

GENERATE REVENUE AND CREATE AWARENESS.

IN 2010 INTERNET USER REACH WERE 90 MILLION AND WERE GROWING

RAPIDLY BY 25% ANNUALY.

FROM THE FOLLOWING EXHIBIT: 5

IN 2010 THERE WAS 100% INCREASE IN TV HOUSEHOLD SINCE 2000.

CONCLUSION
We are concluding that equal emphasis must give to printed and digital medium.
So that it target wide segment who love traditional way of learning as well as people technically
advanced.