Research shows that good literacy levels help determine a child's learning and attainment throughout life.

Eight bookstores across Delhi, Mumbai, Kolkata, Chennai and Bengaluru are housing books on Peppa Pig, an animated character loved by children, throughout the month of June.

Titled "Summer Fun with Peppa", the campaign started by Penguin, not only puts the spotlight Peppa Pig, it also seeks to inculcate a habit of reading among children by telling them stories similar to their everyday experiences.

"Research shows that good literacy levels help determine a child's learning and attainment throughout life, with a lasting impact on his social mobility and emotional well-being," Francesca Dow, head of Penguin's children's division in the UK said in a statement.

"Peppa loves to have fun with her friends, so we always include those elements in each story, or the adventures that she has with her family," said Shannon Cullen, a publishing director.

The campaign started by Penguin seeks to inculcate a habit of reading among children.

"Reading to children can enhance their confidence, communication skills, imagination and vocabulary. It can shape them to become critical thinkers and better understand the world around them. Reading can help establish a strong value system and an empathetic personality," said Rohini Vij, founder of education technology company NutSpace Stories.

Dr. Tanushree Singh, a psychology lecturer, stressed that reading with a child from an early age was important.

"It can change the way parents and children relate to each other, with the stories taking centre stage. Reading is equivalent to sleeping, eating or any other kind of nourishing habit -- the latter tends to the body while reading nourishes the mind and soul."

The campaign is running at Bahrisons Booksellers in Saket, Khan Market and Gurugram (Delhi NCR), at Higginbothams on Mount Road and VR Mall (Chennai), at Higginbothams on MG Road (Bengaluru), Crossword Kemps Corner (Mumbai) and Starmark in South City Mall (Kolkata).

Indo-Asian News Service