afaqs!

Shobhaa De promotes her new book online

By Tarana Khan , afaqs!, New Delhi | In Digital | May 23, 2008
De is actively promoting 'Superstar India' on social media sites and blogs

Well-known & #BANNER1 & # author Shobhaa De has logged on to the Internet to promote her new book , Superstar India, published by Penguin Books India. Hanmer MS&L (a unit of Publicis Group) has been commissioned to promote the book online.

Social media and networking sites like Facebook are being used to get the message across. De's profile page on Facebook has her book cover as the main picture. The profile has more than 500 friends of the author. There is also a group with over 200 members, and a specially created page for the book, which is a part of Facebook's branded pages for marketers. In fact, De's website, www.shobhaade.in, automatically takes visitors to the Facebook profile.

The Facebook profile
The author is also writing a blog (superstarindia.blogspot.com) featuring excerpts from the book. A video has been uploaded on YouTube as well, where De talks about the book.

The agency is also using the medium of blogs for the campaign, and has contacted prominent bloggers to promote the book.

Penguin Books has tied up with Rediff.com for a picture and video contest. People can send in entries which bring out the true spirit of India, and win cash prizes. The entries will be judged by De.

A microsite has also been created by the publisher, which has its own photo gallery, contests and excerpts.

The blog
Talking about using digital media for the promotion, Hemali Sodhi, general manager, marketing, Penguin Books India says, "The digital medium has allowed individuals to connect with each other as never before, and enabled us to reach out to a large and interested audience almost instantaneously. It's the perfect medium for promoting Shobhaa's book, which is all about the smart new India, and the Indian who thinks on his/her feet. It's also a way of promoting our books beyond the conventional routes."

She adds that conventional Internet advertising has not been done for the book. The publisher has relied on online publicity, which is also being promoted on other media including television.

The mobile medium is also being considered for the next phase of the campaign. Sodhi says, "There are plans to run a mobile based campaign as well, which may be in the form of a contest or downloadable text content."

Superstar India is about India's sixty years of independence, and how, despite its failings, the country may still acquire a 'Superstar' status. The book was launched in April, by Amitabh Bachchan in Mumbai.