CASE STUDY ON- AMAR CHITRA KATHA:

CHANGING BRAND WITH CHANGING TIME

WRITE UP SUBMITTED BY:

TEAM 6 (INVINCIBLE)

ABHISHEK KYAL

NISHANT NAGDA

Founded in 1967, Amar Chitra Katha "Immortal

Captivating “ is one of India's largest selling

comic book series.

More than 90 million copies sold in 20 Indian

languages.

The logo of the brand symbolises the Sun and

learning since light was associated with learning.

The imprint has more than 400 titles that retell

stories from the great Indian epics, mythology,

history, folklore, and fables in a comic book

format.

It was created by Anant Pai, popularly known as

“Uncle Pie” (Passed away feb, 24, 2011)and

published by India Book House.

The success inspired Pie to launch a new venture

“TINKLE” targeting young audience, and later on

came with monthly subscription in schools and

narrated audio books.

His dream was to make Indian children well

versed in Indian mythology and our culture.

In 2007, the imprint and all its titles were

acquired by a new venture called ACK Media.

On 17 September 2008, a new website by ACK-

media was launched as the world was shifting

Whether to discontinue digital print and focus on

core product or have a different possible

combination of both.

Religious

controversy on

some edition.

TV Revolution:

channels like Disney,

Cartoon Network &

Nickelodeon eat

shares in Pie’s

comic.

Introduction of

computer and fast

growing use of

internet changed the

trend of reading

physical books.

Youngsters started

diverting their reading habit from mythology

to adventure and mystery.

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, MO-

BILE 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:

IN 2010 THERE WAS 100% INCREASE IN TV HOUSEHOLD

SINCE 2000.

FOCUS MORE ON DIGITAL MEDIA AS THE WORLD IS GOING

DIGITAL.

DIGITAL MEDIA IS MORE EASY TO SEGMENT AND TARGET MASS

AUDIENCE.

DIGITAL MEDIA IS THE FASTEST AND CHEAPEST MEDIA FOR

CREATING AWARENESS.

USE OF LATEST TECHNOLOGY IN ANIMATION

LIKE DISNEY AND CARTOON NETWORK.

THEY SHOLD COME OUT WITH THEIR CHAR-

ACTER GUDDIES AND PROMOTIONAL

MERCHANDISE TO ATTRACT MORE CHILDREN

AND TO ENGAGE THEM WITH THESE

PRODUCTS.

SHOULD RUN CHAMPAIGN IN SCHOOL TO

ATTRACT CHILDREN AND EDUCATE THEM

ABOUT INDIAN MYTHOLOGY.