The series boasted of its power in the back covers of the issues, some examples of which were:

“Acquaint your children with their cultural heritage”, “Give your child a gift he’ll treasure

forever – the gift of his own heritage”.

In December 1987, “Amar Chitra Katha – the Route to your Roots”, an advertising flyer was

inserted into some issues of Amar Chitra Katha. A more refined statement to strengthen the

positioning came in March 1988. The claim read: “ Amar Chitra Katha….5000 years of India’s

mythology, history, legend – the very soul of Indian culture” – packed in volumes of 32 colorful

pages

Putting up a display rack in front of stores. He distributed free copies to schools to demonstrate

the value of Amar Chitra Katha as a learning tool. The outcome of this move was that many

school libraries became subscribers. Pai emphasized on annual subscriptions, so that the

comics were received regularly through the mail like magazines. During this time, Pai travelled

to various schools in India. He also got some of the buses in Mumbai painted with characters

from the comic books and heavily advertised in school newsletter

.