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Bail Kolhu’s #ComicPadhnaCoolHai campaign aims to revive the lost love for comics among children

The brand has launched the campaign in a bid to encourage the habit of reading physical comics for entertainment among children and cut down on screen time

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, has 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 conceptualised and published by Leads Brand Connect, 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

The brand will make physical copies available at its co-branded railway platform No. 16 of New Delhi Railway Station, renamed as Bail Kolhu Platform no. 16. The comics will also be available at Diwali melas across prominent cities of Uttar Pradesh. The brand will also be entering into strategic tie-ups with schools to drive distribution across the country.

Ghanshyam Khandelwal, Chairman, BL Agro, said, "For many decades now, 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 are inspiring children to find joy in reading and telling them that #ComicPadhnaCoolHai.”

Richa Khandelwal, Managing Director, Leads Brand Connect, the agency behind conceptualising and publishing the comics, 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 utilising 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 the interest of children to read comics. Children will love the Superhero comics, and learn important values in a fun and easy way."

“We are very aggressive in taking this social initiative forward through rigorous advertising in the print media, radio and social media in the first go of the launch. Going forward, the campaign will be visible in the magazines and heard on the podcast and audio books,” she added.

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