Towards the end of last year, there was some frenetic activity in the Indian comic space. Since Amar Chitra Katha and Tinkle are among the wonderful things that are an intrinsic part of my childhood memories, I thought a post on the same has been due for a long time now. And the news that Chandamama has launched language versions was a good trigger. Chandamama had done a relaunch of the site sometime in December last year. I remember this interview from around that time, when the CEO spoke about the different platforms they were targeting – print, radio, mobiles, movies, television and online.
I think it was around the same time that ACK media picked up the controlling stake in Amar Chitra Katha and Tinkle. I thought Tinkle’s site was a fine effort, where kids can create avatars, play games, solve puzzles and crosswords, exchange cards. They even have a reward scheme for these activities which can be redeemed at the Tinkle Bazaar. While on that, i’d rate Chandamama’s website efforts fairly lower than that of Tinkle, but I’m sure they will improve. ACK Media has also acquired Karadi tales, which has some very good audio-video content.
I believe that both have a very strong future. (where exactly does Virgin Comics fit into all this?) Meanwhile, these brands are a part of every (current) late 20- late 30 year old’s childhood. They have a massive equity and trust factor among this generation. What I am intrigued by, however is how the communication for such brands will work. Who are the real target audience here? Mummy and Papa, who still remember Suppandi, Shikari Shambhu & co or the kids who, in the long term will be the final consumers. (after people like me finish a few rounds of nostalgia 🙂 ).Will my generation be used as a bridge to connect with the future generations? A sort of ‘mere zamaane main baap ke zamaane ke comics’. And that’s where my query lies.
While, during my childhood, these brands were built quite easily, thanks to lesser clutter and because the respect for the printed word was unchallenged, times have changed. Attention spans have now diminished to 140 characters ;). Competition is no longer just the printed word, but niche television channels and perhaps in a generic space, even something as out-of-the-radar as say, a McDonalds? After all, we are talking about the mindshare of the kid and the wallet share of the parents. So who will these entities speak to – ask parents to connect their kids to their favourite childhood characters, or directly to the kids? Are these communication lines mutually exclusive, would kids not want to be interested in their parents’ childhood friends? Also, will the characters that we enjoyed satisfy the needs of today’s generation or will they be buried by an XBox or a Playstation. The answer, I guess, is in making these relevant to today’s kids. I also think, that, rather than try to build from print up, it might be worthwhile to try building the characters on say, television, and animated movies, a sort of re-creating the brand for a new generation on platforms that they are comfortable with, and then loop it back to the basic print medium.
The timing is a bit late, since characters from CN and Pogo have already made their presence felt in the Indian kid’s psyche (judging from the merchandise i see, and the kids’ craze for them), but still salvageable. From a business sense (in addition to subscription), these entities, once successful will easily find their way into the budgets of all kid brands, which makes it all the more important to build strong brand equity among the current generation. This is a good read on the subject. Speaking of comics, check out this viral from makaan, it’s in context.
It is often said that the brands which tell the best stories win, there’s definitely no derath of stories, far as these brands are concerned. 😉
until next time, stop kidding around 🙂
Update 06/08/08 – ACK planning a website.