Kochi: Mathrubhumi has launched an integrated, multi-platform campaign to celebrate Reading Day and Reading Week, reinforcing its longstanding commitment to literature, literacy, and Kerala’s vibrant reading culture.
Observed on June 19 in honour of P. N. Panicker, regarded as the Father of the Library Movement in Kerala, Reading Day has evolved from a state-level initiative into a nationally recognised observance, with the Government of India designating June 19 as National Reading Day and the following week as National Reading Week.
Continuing its legacy of promoting literary engagement and intellectual discourse for more than a century, Mathrubhumi has rolled out “Vayanavaram Mathrubhumikkoppam” (Reading Week with Mathrubhumi) — a unified initiative bringing together all of its media verticals to inspire reading habits across generations and reinforce reading as a driver of knowledge, creativity and social progress.
The campaign is anchored on the theme “Jeevananu Vayana” (Reading is Life) and features a range of cross-platform activations.
As part of the initiative, the print edition will feature a dedicated “Must Read” section for Reading Day along with stories and features highlighting reading traditions and literary culture from different regions of Kerala. Special content carrying the campaign identity will appear throughout Reading Week to maintain a cohesive editorial presence.
Mathrubhumi’s student-focused supplement Vidya will also dedicate special content to encouraging reading habits among young audiences through curated stories and reading-led features.
Extending the campaign to audio platforms, Club FM will host a seven-day interactive programme titled “Bookmark”, where radio presenters will read passages from popular Malayalam books and invite listeners to identify the titles. Winners will receive gift coupons redeemable at Mathrubhumi Book Stores. Promotional announcements around book-related offers will also be broadcast during the campaign.
On television, Mathrubhumi News will air daily stories centred on books, libraries and individuals championing reading culture during the week-long observance.
The group’s social media initiative under “Jeevananu Vayana” will feature a video series spotlighting Mr Gopinathan, Mathrubhumi’s senior-most newspaper agent from Edappally, Kochi. At 88 years old, the feature documents his daily routine and recognises the dedication of newspaper distribution personnel who ensure uninterrupted access to news and information.
Additionally, Mathrubhumi Weekly (Aazhchappathippu) will introduce a special edition of its “Granthappura” initiative, a platform focused on preserving rare and vintage books. During Reading Week, the publication will invite readers and collectors to contribute rare books to the archive, helping preserve literary heritage and expand public access to valuable collections.
Commenting about the campaign, MV Shreyams Kumar, Managing Director, Mathrubhumi Group said “Reading is at the heart of knowledge and cultural growth. Through this year’s integrated campaign, Vayanavaram Mathrubhumikkoppam, Mathrubhumi is reaffirming its commitment to nurturing reading habits and making literature more accessible and engaging for all audiences.”
As part of the celebrations, the campaign will also feature a dedicated book stall, which will be inaugurated by the District Collector of Ernakulam, G. Priyanka, who will deliver a special address highlighting the importance of reading in advancing knowledge, critical thinking and community development.
Through this integrated initiative, Mathrubhumi aims to strengthen the culture of reading while encouraging audiences of all ages to engage more deeply with books, literature and lifelong learning
