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The Narrator
Kultura | Beowulf
Backstory: Reborn out of a fire which had been
created to burn her as an infant by her family.
Objective: Dismantling the patriarchy and empowering
women.
Powers: Strong moral code, physical strength, ability to
tap into fire, telekinetic ability to connect to women in
distress.
Identity: A NGO worker, inspired hugely by her mentor
who bought her up at the orphanage.
WHY
YAJNASENI?
Strong mythological
connect in urban setting
Felt need for female
superheroes
Fire/Agni has a strong
narrative connect
Positive buzz & W- O -M for
women eg: PR for Wonder
Woman
No costumes or western
associations
The ‘avenging’ woman trope that
both men & women associate
with
Yajnaseni - Leveraging Draupadi as a modern
superhero rather than tapping into the morali
Sita or fiery Kali ends. Born out of fire, wronged
by men. Vengeful, breath - taking enigmatic &
charming all at once.
Assisted by a modern day Machaiavellian ‘Krishna’
as mentor as she fights wrong - doers.
Fights villains linked to causes
such as foeticide, rape, dowry,
abortions, women’s rights.
THe VERY
BASICs
Flamboyant character but no
costumes. For an everyday
connect.
No Anti-men stance. Focus on
inflicting mindset change not
violence.
Detective Superheroine. Uses her
power to fight. Identity unmasked.
Erases memory after acting.
Languages: English, Hindi, Tamil, Bengali
Format: Print (Accessible Pricing) & Digital -
Kindle & Webcomics on Facebook/
Instagram
Revenue Lines: Print & Digital Sales,
TV/Movie Show rights, Video Games &
Branded Content. Merchandise reflecting
ideology not figurines.
GO TO MARKET
STRATEGY
GTM: YAJNASENI
Build a competitive differentiation by
launching Yajnaseni as India’s first
mass female superhero. Inspired
from mythos, for the contemporary
Indian audience, with social evils at
its heart, without preachiness.
Distribution
& Format
Pricing
Value
Proposition
Promotion
Strategy
STP &
Financial
s
News junkies, social
media savvy junta &
students.
Prefers viewing to
reading.
Digital first, often price
sensitive but fond of
‘talking points’. Content
consumed from
Buzzfeed, InShorts
Superhero movie
junkies and popular
culture enthusiasts.
Targeting the mass
reader not the
circumspect comic
book fan.
15 to 35; URBAN; Male
& female.
Students &
Professionals
Educated. Middle class
& Upper class
consumers
The Everyday Sufferer:
Hridayshree is a third year student at DU, belonging to Kalimpong originally. She regularly faces
issues on teasing, objectification and racism. She has changed 3 PGs in the last year due to
issues with house owners. Fond of reading, she feels that her kind of voice is not represented in
the mainstream.
The Avid Reader:
Jaspreet is a Senior Engineer and part of several online & offline groups. His choice of reading
material stems from recommendations of his peer group. He has devoured comics but his
exposure to the female narrative is limited, however something he is open to as long as it’s not
too preachy
The Young Mind:
Akhila is in class 11th at Modern School in New Delhi. She loves superhero films & merchandise
but feels that superhero comics are for boys only and would rather read chick lit romances.
Her only form of comic consumption is through relatable webcomics like Sarah’s Scribbles &
Catana Comics. Her pocket money is scant & parents buy her books.
Positioning
A social vigilante & feminist
superhero, Yajnaseni is positioned
as Hero - first, woman - second.
She is beautiful & strong to appeal
to a mass audience but not seen
through the male gaze.
Goal: Build an audience through
aggressive promotion & relatable
content.
★ Rising internet feminism v/s on ground action
★ Non objectified - strong, sensitive, caring
★ Need for positive female role models
★ Success of Wonder Woman as well as sporting
heroes like Saina Nehwal & Mary Kom
★ Post Nirbhaya India & increasing apathy to
women issues that are not in the limelight
Webcomics
Monthly
Comics
Type
Free (snippets)
60/- vernacular
70/- English
Cost Distribution
Social Media, Website*
*owned/ aggregators; findings basis consumer survey
Travel, book/magazine stores,
subscriptions, stationery stores
Digital Editions 99 - 399 Through online/ ecommerce
Merchandise 49 - 999 Online/ecommerce/ retail
Launch Event
By Prominent mythology
writers - Devdutt Patnaik/
Ashwin Sanghi
Branded Content:With
YouTube channels like
‘Supergirl’, spoken word
poetry & merchandise.
PR: Newspaper clippings
with articles on
mysterious woman who
rescues girls; daily
snippet (sponsored
feature).
Radio: Mystery
sightings of a woman
rescuing girls as teaser.
Partners: McDonald’s
Happy Meals Toys
Goodreads & FB,
Twitter: Giveaways and
contests through Reader
Groups and hashtags.
Events: Leveraging
Comic Con, cultural and
literary festivals like Kala
Ghoda as well as
SHEROES, Womens
Web, Comic portals.
Yajnaseni @ DIGITAL
Ebooks, Digital Editions &
Webcomics
YouTube Trailers / Branded
Content with Partners
Giveaways, contests on FB,
Insta, Twitter
Filters & Frames for women’s
rights
Digital Thought Leadership
Social chain to unlock stories
CLOSING SHOTS
CONNECT
- Clips we read
- News we see
- Fears we have
- What every woman worries
about
- Progressive, Strong, Kickass
- Inspiring & non stereotypical
Market:
- Growing reader base
- Positive W-O-M around female
heroes provided strong storytelling
eg: Wonder Woman
- Acceptance of larger than life Indian
heroes eg: Baahubali
- Rising conversations on feminism
- Thirst for new stories & formats
- Increasing online consumption
Scaling It Up:
- Adaptations with VoD platforms like
Netflix/ Hotstar
- Full Fledged video games
- Creating a community & community
management
- Growing writer base and creating
more interactive content
BUDGET
THANK
YOU!

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The narrator finals beowulf

  • 2. Backstory: Reborn out of a fire which had been created to burn her as an infant by her family. Objective: Dismantling the patriarchy and empowering women. Powers: Strong moral code, physical strength, ability to tap into fire, telekinetic ability to connect to women in distress. Identity: A NGO worker, inspired hugely by her mentor who bought her up at the orphanage.
  • 3. WHY YAJNASENI? Strong mythological connect in urban setting Felt need for female superheroes Fire/Agni has a strong narrative connect Positive buzz & W- O -M for women eg: PR for Wonder Woman No costumes or western associations The ‘avenging’ woman trope that both men & women associate with Yajnaseni - Leveraging Draupadi as a modern superhero rather than tapping into the morali Sita or fiery Kali ends. Born out of fire, wronged by men. Vengeful, breath - taking enigmatic & charming all at once. Assisted by a modern day Machaiavellian ‘Krishna’ as mentor as she fights wrong - doers. Fights villains linked to causes such as foeticide, rape, dowry, abortions, women’s rights.
  • 4. THe VERY BASICs Flamboyant character but no costumes. For an everyday connect. No Anti-men stance. Focus on inflicting mindset change not violence. Detective Superheroine. Uses her power to fight. Identity unmasked. Erases memory after acting. Languages: English, Hindi, Tamil, Bengali Format: Print (Accessible Pricing) & Digital - Kindle & Webcomics on Facebook/ Instagram Revenue Lines: Print & Digital Sales, TV/Movie Show rights, Video Games & Branded Content. Merchandise reflecting ideology not figurines.
  • 6. GTM: YAJNASENI Build a competitive differentiation by launching Yajnaseni as India’s first mass female superhero. Inspired from mythos, for the contemporary Indian audience, with social evils at its heart, without preachiness. Distribution & Format Pricing Value Proposition Promotion Strategy STP & Financial s
  • 7. News junkies, social media savvy junta & students. Prefers viewing to reading. Digital first, often price sensitive but fond of ‘talking points’. Content consumed from Buzzfeed, InShorts Superhero movie junkies and popular culture enthusiasts. Targeting the mass reader not the circumspect comic book fan. 15 to 35; URBAN; Male & female. Students & Professionals Educated. Middle class & Upper class consumers
  • 8. The Everyday Sufferer: Hridayshree is a third year student at DU, belonging to Kalimpong originally. She regularly faces issues on teasing, objectification and racism. She has changed 3 PGs in the last year due to issues with house owners. Fond of reading, she feels that her kind of voice is not represented in the mainstream. The Avid Reader: Jaspreet is a Senior Engineer and part of several online & offline groups. His choice of reading material stems from recommendations of his peer group. He has devoured comics but his exposure to the female narrative is limited, however something he is open to as long as it’s not too preachy The Young Mind: Akhila is in class 11th at Modern School in New Delhi. She loves superhero films & merchandise but feels that superhero comics are for boys only and would rather read chick lit romances. Her only form of comic consumption is through relatable webcomics like Sarah’s Scribbles & Catana Comics. Her pocket money is scant & parents buy her books.
  • 9. Positioning A social vigilante & feminist superhero, Yajnaseni is positioned as Hero - first, woman - second. She is beautiful & strong to appeal to a mass audience but not seen through the male gaze. Goal: Build an audience through aggressive promotion & relatable content.
  • 10. ★ Rising internet feminism v/s on ground action ★ Non objectified - strong, sensitive, caring ★ Need for positive female role models ★ Success of Wonder Woman as well as sporting heroes like Saina Nehwal & Mary Kom ★ Post Nirbhaya India & increasing apathy to women issues that are not in the limelight
  • 11. Webcomics Monthly Comics Type Free (snippets) 60/- vernacular 70/- English Cost Distribution Social Media, Website* *owned/ aggregators; findings basis consumer survey Travel, book/magazine stores, subscriptions, stationery stores Digital Editions 99 - 399 Through online/ ecommerce Merchandise 49 - 999 Online/ecommerce/ retail
  • 12. Launch Event By Prominent mythology writers - Devdutt Patnaik/ Ashwin Sanghi Branded Content:With YouTube channels like ‘Supergirl’, spoken word poetry & merchandise. PR: Newspaper clippings with articles on mysterious woman who rescues girls; daily snippet (sponsored feature). Radio: Mystery sightings of a woman rescuing girls as teaser. Partners: McDonald’s Happy Meals Toys Goodreads & FB, Twitter: Giveaways and contests through Reader Groups and hashtags. Events: Leveraging Comic Con, cultural and literary festivals like Kala Ghoda as well as SHEROES, Womens Web, Comic portals.
  • 13. Yajnaseni @ DIGITAL Ebooks, Digital Editions & Webcomics YouTube Trailers / Branded Content with Partners Giveaways, contests on FB, Insta, Twitter Filters & Frames for women’s rights Digital Thought Leadership Social chain to unlock stories
  • 15. CONNECT - Clips we read - News we see - Fears we have - What every woman worries about - Progressive, Strong, Kickass - Inspiring & non stereotypical
  • 16. Market: - Growing reader base - Positive W-O-M around female heroes provided strong storytelling eg: Wonder Woman - Acceptance of larger than life Indian heroes eg: Baahubali - Rising conversations on feminism - Thirst for new stories & formats - Increasing online consumption Scaling It Up: - Adaptations with VoD platforms like Netflix/ Hotstar - Full Fledged video games - Creating a community & community management - Growing writer base and creating more interactive content

Hinweis der Redaktion

  1. https://www.chiefoutsiders.com/blog/go-to-market-plan-template https://www.fourquadrant.com/go-to-market-strategy/