Fictional superheroine that I created for a college competition at MICA Ahmedabad Not for reproduction without my consent.

1. The Narrator
Kultura | 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.

5. GO TO MARKET
STRATEGY

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

14. CLOSING SHOTS

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

17. BUDGET

18. THANK
YOU!