In a bid to encourage the habit of reading physical comics for entertainment among children and cut down on screen time, Bail Kolhu — the flagship brand of BL Agro, India’s leading FMCG company launched a unique campaign #ComicPadhnaCoolHai across all the social and print media and radio channels.
BL Agro launched this campaign alongside introducing its Bail Kolhu comics in Hindi and English languages that feature stories capturing acts of kindness to develop the spirit of generosity in young readers.
Bail Kolhu comics are conceptualized and published by Leads Brand Connect Pvt. Ltd, under the campaign #ComicPadhnaCoolHai, which is launched across print media, radio, and social media.
Bail Kolhu has announced that the first two issues will be distributed free of cost and delivered pan-India using the Indian Postal Service to those who subscribe on the company’s website www.bailkolhu.com.
The brand will make physical copies available at its co-branded railway platform No. 16 of New Delhi Railway Station, renamed Bail Kolhu Platform no. 16.
The comics will also be available at Diwali melas across prominent cities of Uttar Pradesh. To drive nationwide distribution, the brand will also enter into strategic tie-ups with schools.
“For many decades now, the Bail Kolhu brand has nourished the health of families with its promise of pure quality products. Reading for pleasure is a joyful activity for both mental and physical health across age groups. However, with the pandemic-induced school closures, all activities, including reading, became virtual. With the Superhero Bail Kolhu comics, we inspire children to find joy in reading and tell them that #ComicPadhnaCoolHai. ”Ghanshyam Khandelwal, Chairman BL Agro, said,
“Those who grew up ‘screen-free’ will remember the charm of reading and exchanging comic books and the eager wait of a new issue. By utilizing storytelling in the graphic format, it’s easier to capture the attention of children. Moreover, having a physical copy to read can provide a much-needed break from gadgets. Through this unique initiative, we endeavor to rekindle children’s interest in reading comics. Children will love the Superhero comics and learn important values in a fun and easy way.”Richa Khandelwal, Managing Director, Leads Brand Connect, the agency behind conceptualizing and publishing the comics, said,
“We are very aggressive in taking this social initiative forward through rigorous advertising in print, radio, and social media in the first go of the launch. The campaign will be visible in the magazines and heard on podcasts and audiobooks”,
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