ACK Media engages young readers with 'Bright Start'

The group is targetting the 2-6 age group & is eyeing mom & pop stores for sales. On-ground activities & preschool contact programmes are on the anvil

e4m by Abid Hasan
Updated: Mar 14, 2013 6:58 PM
ACK Media engages young readers with 'Bright Start'

Amar Chitra Katha (ACK) Media, the education and entertainment conglomerate which owns brands such as Amar Chitra Katha, Tinkle, Karadi Tales and Brainwave, has announced its entry in the ‘young audience’ category with the launch of a new brand, Bright Start.

Bright Start is aimed at making learning a pleasant and easy experience for young children in the 2-6 age group. The first lot of Bright Start books will be available throughout the country, from modern retail chains to mom & pop/stationery shops, at a cover price of Rs 55. The group is focusing on pan India launch with major emphasis on B and C level cities, selling more through mom-and-pop stores.

Talking to exchange4media about this initiative, Manas Mohan, COO, ACK Media said, “The idea is to create a good stepping stone for young learners and helping young parents who are confused when it comes to choosing the best product available in the market. With the legacy of several decades of being a part of India’s learning psyche and being forerunner in dispensing knowledge, talking to the very young learners via their parents came as a natural extension.”

Bright Start includes all activities that combine knowledge with fun such as colouring, jigsaw puzzles, mazes and dot-to-dot, among others.

“Bright Start is much more than just an activity books imprint. We see it playing a big role in shaping the young minds; moulding and channelising them at the right age. The company has an ambitious plan, with hundreds of titles to hit the stores in the coming years,” informed Rajesh M Iyer, Vice President – Creative, ACK Media.

On creating a different window, Mohan said, “Not only do the books uphold the great legacy of ACK with their traditional grounding, but are contemporary in content and presentation. This USP will carve a niche in the market that is ever ready to lap up quality books at an affordable price.”

In order to promote the new offering, the group is relying on retail base and also going up to new booksellers in addition. Several on-ground activities during the school summer vacations and consumer awareness programmes are in the pipeline for promotion. A preschool contact programme is also planned to create buzz among the buyers.

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