Localised Archie comics for India

Iconic US comic-strip hero Archie is all set to go desi and woo sweethearts Veronica and Betty in Indian languages like Hindi, Tamil and Bengali, playing cricket instead of baseball and driving a Tata vehicle instead of a Ford.

the company planned to localise stories and use local brand names, holiday spots and festivals in the story-line. "We will integrate Indian holidays or festivals in the stories and plan to use familiar Indian brands. For example, Archie can drive a Tata instead of a Ford; Veronica can wear a saree," Herman said.

The company is also set to publish the comics locally instead of importing them from the US. "Localisation will make the comics very cheap in India, maybe below Rs 25 against the current price of around Rs 80," he said.

The company has also signed an agreement with music and home entertainment major Sa Re Ga Ma, which will distribute Archie DVDs from the middle of this year.