This strategy of Pepsodent to extend Pappu and Pappa, their marketing and advertising campaign, to comic books and distribute along with the toothpaste have helped comic books in India reach a few lac houses, with a minimum circulation of 15 lac units across the country. Arguably, the largest number of comic books ever distributed in India. Comic books will reach houses where they wont spend money to buy a comic book otherwise and contribute in the awareness of the medium.
The stories for the books were simple and were penned down for wide spread masses and had a lot of scope for making them visually stunning. This scope had a size limitation which was half of A5, for the offer to be cost efficient to the client. Most difficult of the process was to get shahrukh khan’s character right and keep the comic bright, kitsch and appealing.
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Client: Unilever, India & Lowe Lintas
Additional credits: Kaustubh Kamat
