4. Penguin Book India: The book-bird

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Penguin-BooksAs a part of the Pitch’s “Top 10 Brands that got Marketing Right in 2012” list, at No 4 is Penguin India…

The year 2012, marked the silver jubilee of Penguin India and as a befitting celebration, saw some major milestones being achieved. From launching its first tranche of e-books to spearheading innovative marketing initiatives to spur readership to being part of the biggest news in the publishing industry in recent times- the merger of Penguin and Random House-the company has penned down some notable achievements.

A Twenty5 campaign with a theme centring on celebrating the joy of reading was run through the year which encompassed a unique Penguin 25th Year logo, launch of its own range of collectible merchandise like mugs, bags and other paraphernalia with a cheeky play on Penguin titles, and having a quaint orange and cream Ambassador car tour across the country, as one of the brand’s mascots with a theme song ‘Follow the Penguin’.


Another pioneering initiative this year has been its tie-up with the QSR chain, Barista Lavazza for the release of its books at the latter’s selected cafes across the country. As part of this endeavour, there will be book launches and ‘Author Meet n Greet Sessions’ to bring together coffee drinkers and bibliophiles.

Another notable CSR initiative by the publishing house was the ‘Give Back’ campaign, through which a sum of ` 25 from the sale of each popular Penguin went to a charity fund.

Embracing the digital platform and paving the way for a fledging e-book market, Penguin Books India launched its range of e-books, consisting of over 200 titles, which will be available from all major international e-book retailers like Amazon, Apple, Kobo and Google, among others.

In a first of sorts for the publishing industry, Penguin India, launched a Facebook game called ‘Find Rajini’ to coincide with 12.12.12, the 62nd birthday of superstar Rajinikanth. The initiative came in to promote ‘Rajinikanth: The Definitive Biography’ by Naman Ramachandran, and published by Penguin India.

The year also saw the publishing house achieving accomplishments on the business side. With the threat of the traditional book publishing industry being swept away with the onslaught of digital looming large, publishing houses are increasingly looking at consolidation to stay afloat. Penguin’s merger with the German owned Random House will create perhaps one of the biggest book publishers, even though the future implications of such a move remain to be seen. In another feat, the company has also been appointed as the exclusive distributor of Egmont UK, a leading publisher of children’s book and journals, in India.

Andrew Phillips, CEO, Penguin Books India

Andrew Phillips, CEO, Penguin Books India

“Over two and a half decades we’ve built a publishing brand in India that is instantly recognised and respected across the country. We are extremely excited about our 25th year anniversary celebrations”

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