BRANDING INDIAS HERITAGE

THROUGH NEW AVATARS

Dr Amit Rangnekar

www.dramitrangnekar.com

Case learnings
Successful marketing strategy of an Indian childrens
brand
How ACK, built on print media, is connecting to its
target audience through relevant new platforms
ACKs attempt to emerge as a credible online authority
on India mythology & culture
Brand building in the Indian context
Analysis based on branding models

Comics- perceptual map

Traditional

International

Expensive

Tintin
Asterix
Archies
Ben10

Afordable

Chandamama
Champak

Vernacular

Phantom
Popeye

Disney
Tinkle

Commando

Richie Rich

Noddy

DC (Superman, Batman,
Robin, Wonder Woman)
Marvel (Spiderman, Spider Girl,
X-Men & Wolverine, Hulk,
Fantastic 4)

Comics in India
1930s- US, animated films popular, led to comics
Superheroes- Phantom, Superman, Batman- hits
1947 Chandamama, published in 6 languages since
1950s- Indrajal Comics (TOI) published US comics
1960s-Daabu (Milap) by Pran (Chacha Chaudhary)
1967- Amar Chitra Katha- Indian mythology & culture
1980s- Indrajal NPL Bahadur, ACK NPL Tinkle
Comic graphics improved, but TV, Video games affected
2007- Rs 100cr industry, 5mn English + 25 mn vernacular
Possible to create a local Superman/ Batman?

ACK mental map

Library
Acceptable

Comics

School

Indian

History

Art

Hobby

Stories

Mythology

Childhood
Knowledge

ACK 2008
Indias most popular comic series ever
90+ million copies till date
3 million copies per year, 10000 every day
436 volumes collection
20+ languages
Global ambassador for Indian culture & heritage
Quintessential middle-class India culture ideologue

ACK genesis
Anant Pai, UDCT Engineer, passion- publishing & comics
Failed with children's magazine (Manav, 1954)
1967 Dismayed when Delhi boys unable to answer Indian
mythology quiz, but could answer on Greek mythology
Quit Indrajal (TOI) when Indian section dropped
Mooted comic on Indian mythology & national heroes,
most publishers rejected (Allied to Jaico)
1967 HG Mirchandani, India Book House, agreed
ACK conceived and edited by Pai (Uncle Pai)

Founding thoughts
Children love stories & stories with
pictures are even more popular
Objective- Credible source of
Indian mythology, folklore, epics,
history, culture & heritage for
children
Target- English educated urban
Indian children
Position- Indian-style Aesop fables
Comic book format, Art +

1st edition
1969- 1st issue Krishna, No. 11, 30 page
Monthly (then fortnightly)
Not full colour- Panels in yellow, blue & green
Subsequent issues, in full colour
1st issue lacked miracles-Krishna lifting Govardhan
Pai (engineer) skeptical of miracles, relented
(Superman without super powers?)
Krishna reprinted 60 times, 1 million+ copies
Followed by Ramayana and Mahabharata
Indias most popular comic series

Slow & steady progress

Lucid, entertaining storylines, variety, slow response
Own style- panel, drawing and narrative
Focus on diversity- Hindu- gods, saints, kings, Muslim
kings, British villains, musicians, courtiers, freedom
fighters, folk tales
Illustrators- Yusuf Bangalorewala, Pratap Mulick &
Ram Waeerkar
Borrowed from Raja Ravi Varma
Writers- Anant Pai, Kamala Chandrakant, Margie
Sastry, Subba Rao, Debrani Mitra and CR Sharma

ACK contribution
Colourful window into Indias glorious history and
mythology for urban Indian nuclear families
Filled traditional story telling void (Grandparents)
launch coincided with shift away from joint families
Ubiquitous, shaped Indian sensibility and identity
Entertainment + education + reading habits
Connects Indian diaspora to India
English helped reach majority of children
Brought alive architecture, costumes, flavours & facts
Non controversial, sober, parent & teacher
acceptance
Promote national integration & regional awareness

Familiar formats

ACK- Criticism
Stories simplistic, Indophilic and authentic
Often single source research
Most characters artist imaginations or from old
paintings and depictions
Gods & kings, always fair and well formed
Demons & villains dark & grotesque
Hindu mythology specific

Makeover
Mid-1980s, sleeker reprints of original comics
More durable editions, thick cardstock covers
Better colour separations
National footprint- all major book retailers, most
small bookstores and many vendors
Best-selling children's publication

Range
Fables & Folktales (Panchatantra, Hitopadesha,
Jataka)
History (Shivaji, Akbar, Rana Pratap)
Mythology (Krishna, Hanuman, Buddha)
The Epics (Ramayana, Mahabharata)
Humour & wit (Tenali Raman, Birbal)
Biographies (Vivekananda, Lokmanya Tilak)
Literary Classics (Shakuntala, Nala Damayanti)

SKU & extensions

Singles'
Hardcover 3-in-1 and 5-in-1 bundles
Mahabharat special editions- 3 volume 1300+ pages
Bumper" issues 90 pages (Birbal, Hitopadesha)
Longer stories ( Ram, Christ)
Regional classics
Back-issues in print throughout 1970s & 80s
Full collections
Issue collections
Theme Sets

Lingua Franca
Mid- 1980s
5 lakh copies per month
English, Hindi, Bengali, Marathi, Assamese, Gujarati,
Punjabi, Kannada, Telugu, Tamil, Sanskrit, Urdu
French, Spanish, German, Swahili, Indonesian, Fijian
and Serbo-Croat

Indian animation
Indian animation DNA exception than norm,
outsourced
Hanuman, Disneys Roadside Romeo, Toonzs Tenali
Raman, Green Golds Chota Bheem & BIG Animations
Little Krishna- closer to world-class

ACK Media
2006 ACK Media, founder Samir Patil (Ex Mckinsey)
N3Y $20mn- M&A + portfolio (brands, titles, content)
N3Y- Top Indian content producer (stories, characters)
2006- M&A Amar Chitra Katha +Tinkle titles (IBH)
M&A controlling stake in Karadi Tales
Revive ACK popularity levels using new media
Set up 20-25 ACK Lounges in metros and large cities
Shop-in-shops & reading lounges- browse at leisure

Brand expansion
Print media to
entertainment
Category
Broadcast
+ virtual
media

Channel

ACK

Adjacent
Segment

Geography

Indian to global

TV
Cinema
Mobile
Internet

ACK Media- Founding thought

Fables, religious parables and historical biographies
Introduction to great & lesser-known stories of India
The opportunity to take brands locked in their old
worlds & rediscover them in other forms excited me.
ACK was synonymous with storytelling, and will retain
the unique ACK storytelling flavour

ACK Website
2007 1 stop shop, global delivery, India free delivery
Credible to suit gen now
Target Indian children + Indian diaspora
e-comics @Rs 45, promotions galore
Telugu, Kannada, Tamil, Gujarati, Bengali & Marathi
Ads on relevant issues, cultural updates
ACKpedia- India encyclopedia- credible online authority
Focus on customer engagement

Customer engagement
Flip-pages to give comic feel
Download ACK heroes
Write own stories
Draw own art
Narrate own tales, share with others
Design and mail a new ACK comic cover for existing
title

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

ACK-Vodafone
Comics, stories & dramas, poetry on Vodafone Live
Download ringtones, characters, wallpapers, quiz,
jokes
Monthly subscription Rs 30
Rs 5 to download video, Rs 15 ring tones, Rs 50 games
"Today mobiles have as big a reach as TV. For content
owners like us, this is very critical. By launching wide
range of ACK games, wall papers, comics & audio
stories we have taken an important 1st step forward.
CEO Patil

Why TV
We grew up in a different world. But to connect with
today's kids, you have to be present in the broadcast
(TV, films) media. CEO Patil
"Popular Children TV shows are from foreign sources,
hence dubbed, but adult programs are produced locally
& suit Indian tastes. So we have adopted localisation
strategy to take Indian kids' channels content to the
next level. Monica Tata- Turner TV

ACK on TV
Turner International- Content tie up
Adjacent expansion, strategic fit (Harry Potter)
3 properties: Pre-production work+ In-house Cartoon
Network work+ Outsource production to other studios
On air in 2010- Shivaji,Hanuman,Mahabharata
ACK entertained many generations, so its a great idea
to bring alive those amazing stories, which most Indian
adults have grown up with. Monica Tata, Turner
ACK similar plans for Tinkle magazines

Turner TV deal
Archives- 26 episodes (30 mins) + 2 films (70 mins)
Cartoon Network- Turners global animation channel
Pogo- Turners 100% Indian channel (only country)
Deal range-30 mins @Rs 12-20L, Film @ Rs 50L+
Basis- content strength+ channel reach+ deal period
Turner- perpetual film rights, 7 years sub-continent
series rights, ACK can exploit other markets
ACK Turners 35th Indian animation title in L10Y

Turner TV
Harness popularity of Indian animations/cartoons
Screened- Little Krishna & Chotta Bheem, Bal
Ganesh, Akbar Birbal, Tenali Raman, Vikram Betaal
Movies- Tripura- The 3 Cities of Maya- Summer
2010, e-comic for itunes
Sons of Rama- Diwali 2010, Hindi e-comic

i-Remedi
Technological tie-up- iRemedi Corp US
Hi-res e-comics for iPhone & iPods from iTunes @$1.99
Retell ACK classics to global audiences
Titles- Krishna, Buddha, Gita, Ashoka, Saibaba, Karna,
Shakuntala, Panchantantra, Mirabai and Bheeshma
This launch has brought the world of Indian storytelling to the iPhone community. Besides comics we will
create new applications and games for this platform,
CEO Patil

Copyrights
No copyrights on mythological characters?
But specific artworks can be patented
Mythological characters- familiar, accepted, growth
potential
So less money to familiarise & build such brands
Lesser content development time as storylines &
characteristics known
Scope to create new stories on accepted platforms

4Ps

VFM, affordable,
volumes based

Indias history,
culture &
heritage
Online, retailers,
book stores

Online, WoM
back of book,

STPD
Indian school
children

English educated
urban Indian school
children

Route to their
roots

Credible, sober,
variety

PLC extension, strategy map

Mobile
Comics

TV

Gaming

Cinema

Online
iRemedy
Synqua
Turner TV
Vodafone
ACK Media M&A

Amar Chitra Katha

1967

2006

2007

2008 2009

2010

Ansoff matrix
X Market

N Product

X Product

Penetration

N Market

Adjacency expansion in entertainment & media

Cinema

Brand Amar Chitra Katha- value proposition

Emotional- Quintessential Indian history & glory

FunctionalAuthentic, insightful,
easy to read, sober

EconomicVFM, Sets

Brand personalityIndian, larger than life, friendly

Brand Identity & Image

Position
Identity
Image

(Perception)

Credible
source of
Indian
mythology
& history
for
children

Customers Mind

Indian,
credible
route to
roots
Credible &
acceptable
source of
Indian
mythology
& history

POP & POD

POP

Comic
English & Vernacular
VFM

POD

Credible
Accepted
Range
Reach

ACK-Aakers
Model

Extended
o
Gl

l
a
b

Core

Children
Brand Essence

Tales

Mu
lti
me

dia

Indian history &

mythology comics
En
t

Education

er
ta
in

me
n

Multilingual

le
b
il a
a
Av

ACK- Kapferers Brand Identity Prism

Personality (Soul)Traditional, Indian

Relationship
(Brand to customer)Social, family, ethical

Culture (Brand in
customers conscience)
Sharing, common roots

Reflection (Customer
identifies wrt brand)Values, focus

Self-Image (Customer
identifies brand wrt self)Credible, acceptable

Internalisation

Externalisation

Physique (Purpose)Knowledge, History

Building blocks

R
Br elat
an ion
dc s
us hip
tom
er
co
nn
ec
t

Kellers CBBE /
Brand Equity Pyramid

Int
en
se
loy
alt
Loyalty, connect,
y

r
ive
sit
Po

Re
W spo
ha n
t a se
bo
ut
yo
u

engagement, attachment

Me
W an
ho in
ar g
ey
ou

OD

Awareness

High recall, awareness, range, reach

/P

Accepted, traditional

P
PO

Identity

ns

Knowledge, values, history

Indian, roots

io
ct
ea

Researched, credible

Case questions
Can the ACK comics model be
replicated across digital media
Would todays kids reared on
western characters lap up
Indian mythology & icons
Can ACK revamp to suit gen now
Would a virtual ACK emerge as
credible Indian online authority
on people, places and culture

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.ht
ml
A New Avatar For Amar Chithra Katha! Mumbai, July 20, 2009
http://living.oneindia.in/kids/book-movie-reviews/2009/amar-chitra-katha-270709.h
tml
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-ch
itra-katha-tinkle-rights-to-mythological-characters/
Now Amar Chitra Katha is available on iPhone, iPods, Business Standard

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?priv
capId=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/

References

Tinkle; Rights To Mythological Characters? Nikhil Pahwa April 15, 2009

"Amar Chitra Katha,Tinkle to entertain kids on Net". CNN-IBN. 2008-01-27
"ACK Media buys Amar Chitra Katha, Tinkle brands". The Hindu Business Line.
2007-11-22
^ http://www.iRemedi.com/amarchitrakatha.htm
^
http://ax.search.itunes.apple.com/WebObjects/MZSearch.woa/wa/search?entity=so
ftware&media=all&submit=seeAllLockups&term=iremedi
The official Amar Chitra Katha website
The Amar Chitra Katha hangover, Anand Ramachandran, 2009-07-01
http://www.financialexpress.com/news/the-amar-chitra-katha-hangover/483313/
Amar Chitra Katha, Vodafone Essar tie up, 28 February 2009
http://www.thehindubusinessline.com/2009/02/28/stories/2009022850981700.htm
Amar Chitra Katha gets talking on Vodafone Indiantelevision.com Team (28
February 2009)