Launch of Amish's final book of the Shiva Trilogy to kick off with innovative marketing campaign

Media News

Mumbai, February 6, 2013

Think WhyNot, a strategic creative agency, is all set to usher in an era of unprecedented innovation in book marketing through the launch of the campaign for the release of Amish's 3rd book titled ‘The Oath of the Vayuputras', the concluding book of the Shiva Trilogy. The first two books in the Shiva Trilogy – The Immortals of Meluha and The Secrets of the Nagas - have sold a million copies till date, making it one of the fastest selling book series in Indian publishing history. Think WhyNot has been a key partner in the marketing strategies that have played a role in its success.

Think WhyNot, which has retained the creative account of Shiva Trilogy, will launch the latest campaign by unveiling one of the world's first-ever music video and original soundtrack made for the promotion of a book. The video will be broadcast in popular television channels and across all social media platforms. It will bring alive the journey of the 3 books of the Shiva Trilogy in a world-class 5 minute music video. The Music video is part of an album with 10 songs by top-notch artists including Sonu Nigam, Taufiq Quershi, Bickram Ghosh, Palash Sen among others. All the songs of the music album were created around relevant situations drawn from the 3 books. The album has been conceptualised by Think WhyNot, while the video has been directed by Amit Pandirkar and the music has been produced by music industry veteran, Rajeev Sharma.

The final leg of marketing initiatives for the Shiva Trilogy will include launching interactive apps, innovative merchandise and some great viral events that will follow the music and book launch.

Speaking on the occasion, Sangram Surve, CEO, Think WhyNot said, "After tasting the stupendous marketing success of, ‘The Secrets of the Nagas', we are very excited to partner with Amish for the launch of his third book, ‘The Oath of the Vayuputras'. The ‘think big' brief given to us was apt for the launch of the final book of the Shiva Trilogy, which has the largest-ever initial print-run in Indian publishing history. The challenge was to not just get existing fans of the franchise to buy The Oath of Vayuputras - that would happen anyway - but to expand the reader base. The campaign idea revolved around creating another ‘first-of-its-kind' in book marketing, which this time around turned out to be the production of a world-class music video which is poised at reaching out to the masses through television, in a bid to garner greater awareness about the book.”

Commenting on the partnership Amish said: "I am glad to have Think WhyNot on board again for the launch of the third and final book of the Shiva Trilogy, The Oath of the Vayuputras.  Think WhyNot has been a crucial partner in the marketing of my books, with excellent conceptualization and implementation of some out-of-the-box initiatives. The music video and original soundtrack idea is fantastic and will help in introducing the trilogy to a larger base of readers and followers of Lord Shiva."

The music album will be sold in physical stores as well as digital ones, and is available for pre-order from the first week of February.

The marketing innovations by Think WhyNot have played a strong role in establishing the Shiva Trilogy series as a huge franchise. In fact, this book series has been a genre creator, with many new books now coming out under the mythology-fiction genre. The first 2 books of the Shiva Trilogy (The Immortals of Meluha and The Secrets of the Nagas) have received an excellent response from readers across the country. Today the combined sale of the two books is over a million copies. The well phased-out digital marketing strategy for the 3rd book too has been a success, with The Oath of the Vayuputras becoming a bestseller at the pre-order stage.

For further information, please contact:

Ketchum Sampark Pvt Ltd

Harpreet Singh Marwah

Mobile: +919810276332

Email: harpreet.singh@ketchumsampark.com