You are here: Home » Beyond Business » Books
Business Standard

Final book in Shiva Trilogy to kick off with innovative marketing campaign

Marketing plan of 'The Oath of Vayuputras' includes release of music video, album

Gaurav Laghate  |  Mumbai 

Writer Amish, who has sold over 1 million copies of his first two from the Shiva Trilogy– The Immortals of and The Secrets of the Nagas–has once again roped in Think WhyNot, a strategic creative agency, for the marketing of the third and final book titled ‘The Oath of the Vayuputras’.

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 of the Shiva Trilogy in a 5 minute music video. The Music video is part of an album with 10 songs by 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 The album has been conceptualised by Think WhyNot, while the video has been directed by Amit Pandirkar and the music has been produced by 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.

Sangram Surve, CEO, said, “After tasting the stupendous marketing success of, ‘The Secrets of the Nagas’, we are very excited to partner with 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.”

added, "has been a crucial partner in the marketing of my books, with excellent conceptualisation 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.

First Published: Thu, February 07 2013. 21:32 IST