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 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.
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.