‘The White Tiger’ campaign up for Asian Multimedia Publishing Awards

Spicezee Bureau

New Delhi, July 14: The marketing campaign for promoting the Booker-awarded book ‘The White Tiger’ and renowned journalist Nalin Mehta’s ‘India on Television’ have been shortlisted for this year’s ‘Asian Multimedia Publishing Awards’. The prestigious awards incorporate the Asian Book Publishing Awards and Asian Corporate Communications Awards in order to recognise the best multimedia publishing practices under 7 categories.Over the years the awards have attracted 74 entries representing 44 companies from 9 countries. The recognition of award winners is to be held at a glitzy award night on 17th July. ‘The White Tiger Campaign’ popularly known as the TWT campaign has been nominated under the Asian Book Publishing Award for the Best use of marketing by a book publisher category. ‘India on Television’ is nominated in the categories of Best Book and Best Writer. Speaking about HarperCollins nominations in two prestigious categories, CEO HarperCollins India, PM Sukumar said, “We are quite excited to get shortlisted for two of the categories and are looking forward to the final results. This is the first time that publishing industry has been acknowledged for its marketing efforts.” Talking about the TWT campaign, Lipika Bhushan, Marketing Manager HarperCollins India, said, “The White Tiger campaign was a classic example of the confidence a publisher had in a new book much before it went on to win The Man Booker. It involved 2 months of planning and budgeting before rolling out the campaign in April. The campaign used mix of pre publicity techniques, database marketing, TV Commercials channels, and print ads for keeping the book in the eyes of the readers.” As for ‘India on Television’, the book has been conceived as the first detailed study of the meteoric rise of satellite TV news networks in India and their social, political and cultural impact, within the context of debates on globalisation, capitalism and politics. This book was touted to map the revolutionary expansion of Indian media and its ramifications. The book traces the evolution of satellite TV in India and how it effected major changes in political culture, the state and expressions of Indian nationhood. No other country has more news channels than India and this book shows how live TV news used new forms of technology to plug into existing social nodes of communication.