Contagion - CaseStudy Deck

Amish Tripathi is the author of Shiva Trilogy novels - The Immortals
of Meluha (Feb 2010), The Secret of the Nagas (Aug 2011) and The
Oath of the Vayuputras (Feb 2013). The trilogy is a fantasy re-
imagining of the Indian deity Shiva's life and adventures.
Amish Tripathi
Shiva Trilogy

Shiva Trilogy | Amish Tripathi
TASK
Maximize viral reach through the ‘cult’ base of fans on the social assets
Amplify the ‘Big Idea’ as well as the launch of the book to create a big enough
buzz online which would ‘spill-over’ offline too.
Cement Amish as the bigger brand in the long run encouraging more traffic
inflow to the author’s digital assets

SOLUTION
After the success of the first two books we knew that the author’s fan base was
thirsty for teasers to his next book. We used this fact to keep our audience
excited with exclusive content which of course, went viral.
• We took this a step further with a Shiva Trilogy avatar application which allowed fans
to customize their profiles with Shiva Trilogy messages

SOLUTION
• In the second phase of the campaign we focused on the upcoming music video. We
started by releasing exclusive visuals of select characters from the new book. We
followed this up with an exclusive online release of the music video

SOLUTION
The Video release (3 days post the final poster reveal)

SOLUTION
• In the final phase of the campaign, our aim was to turn the launch of the book into a
mega event and bring in throngs of fans to the event. A live stream was planned along
with a LIVE tweetboard giving added impetus to those on twitter to share their
thoughts as the event progressed

SOLUTION
• A new website under the domain name authoramish.com replaced the earlier
shivatrilogy.com
• The main objective of constructing a new website was to establish a brand name for
Amish Tripathi as an author
• The new design of the website was also a lot different from shivatrilogy.com. A lot of
thought was put behind the design of the website so as to suit the brand image of
Amish.
• While shivatrilogy.com had an all out ‘Indian fantasy fiction’ feel to it, the author
website needed a more contemporary design while retaining elements of the earlier
website.

SOLUTION
Landing page of shivatrilogy.com
Landing page of authoramish.com

SOLUTION
Homepage for authoramish.com

• The event trended in multiple
cities all around India on
twitter.
• The urge to be seen/heard
encouraged many users at the
event to login and get tweeting
while at the event causing a
wave of crowd sourced event
coverage on twitter in just 3
hours.
• Combined efforts have seen the
book go into a second print run
within a week of its release.
The first print run itself ran into
5 lakh copies.
RESULT
Shiva Trilogy
Amish Tripathi

Digital Statistics on the Launch Day
 Number of conversations: 1297
 Number of unique users who
participated in the activity: approx.
500
 Users reached: 7,52,864
 Impressions generated: 23,03,636
All this in just under 3 hours!
Amish's Twitter handle (@AmishT)
grew by 3000 followers within a month
from the launch, organically.
RESULT
Shiva Trilogy
Amish Tripathi

Chef Ritu Dalmia is a restaurateur with a penchant for Italian food. A
chef and owner of five Italian fine dine outlets in the NCR region
aside, Ritu is also the author of 2 gourmet books – Travelling Diva
& Italian Khana
Travelling
Diva
Chef Ritu Dalmia

Travelling Diva | Chef Ritu Dalmia
Ritu Dalmia already had the title of celebrity chef specializing in foreign cuisine.
She had her own television show on NDTV GoodTimes and a book. Despite her
celebrity, she had ‘virtually’ no online presence apart from a website for her
Diva Italian Restaurants which put a two-fold task before us:
• Building a strong online presence for Ritu Dalmia, celebrity chef, by bringing her
vibrant and lovable personality to the digital space to create an interest in her second
cookbook – Travelling Diva as well as her other brand extensions (TV Show, Diva
Restaurants, etc. )
• Engaging a relevant audience who were already familiar with Ritu as well as a new
demographic through engaging content on Social Networks, contests and search
marketing
TASK

We wanted Ritu Dalmia to stand out in the digital space as she does on
television so we branded all her social properties as ‘Chef Ritu Dalmia’
• While our primary aim was to promote Ritu’s new cookbook ‘Travelling Diva’ , we also
knew that the first season of Ritu’s new travel cooking show of the same name was
being aired on NDTV GoodTimes during our promotion
• We used this to our advantage to take Ritu to a new audience by portraying her as an
accessible online food guru
• Most of the branding on social assets used the ‘Travelling Diva’ as a visual reference to
establish a connection through all properties
SOLUTION

• A personal blog integrated into the website and shared through a custom Tab on
Facebook allowed fans to post their food queries to be answered by Ritu in a few
simple clicks directly on Facebook. We then shared Ritu’s responses as ‘Cooking aid
tips’ on Facebook
• Taking our cue from Masterchef, we introduced the first ever internet cook-off in the
form of an ‘Invention Test’. We gave users a timeframe within which to come up with a
dish based on a special ingredient. The gratification – winning recipes would be
featured at one of Ritu Dalmia’s restaurants as the ‘upcoming recipe of the month’
• We also used Twitter to bring Ritu a step closer to her fans. Ritu tweeted regularly
through a personal Twitter handle and responded to fans who tweeted to her with
questions
SOLUTION

SOLUTION

Travelling Diva
Chef Ritu Dalmia
• During the course of our
campaign, Ritu Dalmia went from
having no online presence to
having a 5000+ fan strong
community on Facebook and
grew her twitter base by 400+
followers in just 3 months
• The fairly expensive cookbook
(Rs. 650+) sold out in its initial
print run
• The success of the book opened
up two arms of business. Her
restaurant chain which has now
turned into a retainer account as
well as a long term client in the
form of hachette publishing.
RESULT

Ravi Subramanian’s 4th book – The Bankster, follows in the track of
his last book ‘The Incredible Banker’. Set in 3 different story plots
running parallel, the story explores the world of benami accounts,
money laundering, international arms deals and international
espionage influencing the country’s core energy developments.
The Bankster
Ravi Subramanian

After the success of ‘The Incredible Banker’ Ravi Subramanian approached us to
design a campaign for the pre-launch buzz of ‘The Bankster’; that would go
beyond the regular content updates (posts), contests, polls and topical
conversation points that have become so hackneyed. A campaign that ensured
stickiness right till the date of the book launch.
The Bankster | Ravi Subramanian
TASK

To ensure the longevity of the campaign, our plan was to create a single
property, one that would extend until the launch of the book. We realized that
the plot lent itself very well to a graphic novel treatment – a first of its kind in
publishing
• We kicked off the campaign introducing 4 characters from the book which were shared
extensively online. We followed this with illustrated chapters which followed the
discontinuous style of storytelling that Ravi adopts with 2-3 parallel plot points.
• New characters were revealed as new plot points were disclosed which kept our
readers on edge. New material was shared every 5 -7 days which made sure fans came
back for more
SOLUTION

SOLUTION
• As an added bonus, we animated one of the chapters with voice overs for each
character.
• We also developed a game allowing players to help a key character to play his role in
the plot.
• All of this was rounded up with a Trailer to the book
Game
created for
Bankster

SOLUTION
Character Reveal

SOLUTION
Episodic Illustrations

The Bankster
Ravi Subramanian
• The character illustrations
became so popular that the
author featured one of them on
the cover of the book
• Press articles covered the
alternate style of execution
because of the massive buzz
generated through the campaign
• The book maintained its position
of No. 1 on Crossword and
Landmark’s bestsellers lists for
three weeks in a row
RESULT

The Devotion of Suspect X is a 2005 novel by Keigo Higashino, the
third in his Detective Galileo series and is his most acclaimed work
thus far. The novel won him numerous awards, including the 134th
Naoki Prize, which is a highly regarded award in Japan.
The Devotion of
Suspect X
Keigo Higashino

To introduce a Japanese cult fiction author to Indian readers and increase sales
through an online campaign for the best selling book – The Devotion of
Suspect X
TASK
The Devotion of Suspect X | Keigo Higashino

Keigo Higashino already had a cult following outside of the Indian market and
we decided to play on that success using the tagline – 2 million people cant be
wrong!
• We kicked off the campaign by engaging bloggers through a blogging directory. The
exercise populated the Indian blogosphere with a host of positive reviews reiterating
the popularity of the book
• We hosted a Facebook contest asking readers to tell us in one line why ‘The Devotion
of Suspect X’ is a book worth reading
• On Twitter, we used Keigo Higashino’s celebrity and created a handle to serve as his
official fan club to interact with fans of the book. A second Twitter handle served as
the official handle for the book dishing out interesting content
SOLUTION
The Devotion of Suspect X | Keigo Higashino

The Devotion of
Suspect X
Keigo Higashino
• The First print run of 25,000
copies sold out in India within 3
months of its launch
• The campaign took the book to a
considerably new audience
opening up the market for
upcoming cult fiction
RESULT

Ashwin Sanghi is a thriller/fiction author who has written books with
historical, theological and mythological themes. Some of his notable
works include The Rozabel Line (2008), Chanakya's Chant (2010) &
The Krishna Key (2012).
Chanakya's
Chant
Ashwin Sanghi

Ashwin Sanghi was already one of Westland’s best-selling authors when he
tasked us with creating a property which would extend the shelf life of the
successfully launched – Chanakya’s Chant and build up to the release of his
third book – The Krishna Key.
Chanakya's Chant | Ashwin Sanghi
TASK

Our first thought was to create a comic titled Chanakya’s Chant of the Week’ .
Using Chanakya as the propeller for the series, the weekly strip featured witty
observations on current affairs in the trademark sarcasm of the character
• We shared this comic on our social properties and on Ashwin’s blog on IBNLive
• Live Chats with the author and footage of his appearances kept the audience engaged
through the year
• We gave fans even more incentive to review the book through a special review contest
where the top 10 reviews were selected to be added to the next print run of the book
SOLUTION

The popular ‘Chant of the Week’ comic strip property that built up Ashwin as a
personality and a brand beyond an author
SOLUTION

The Krishna Key:
• We kick started the campaign to promote The Krishna Key with a specially produced
trailer which we promoted on all digital assets
• Custom Tabs on Ashwin’s blog homepage as well as Facebook conveyed relevant
information about the book, links for purchase as well as free chapters
• A week prior to the launch, we shared a hand sketched ‘Krishna visual’ containing the
27 names of Lord Krishna, stating the upcoming release with subtlety. This went viral
• To round it all of, we live- streamed the launch event at Crosswords for the first time to
all his fans merging the digital audiences with the ones at the event.
SOLUTION

SOLUTION

Chanakya’s Chant
Ashwin Sanghi
• Chanakya’s Chant turned into a
brand of sorts reinforcing Ashwin
as one of Westland’s leading
authors alongside Amish Tripathi
• The Krishna Key stayed on the
bestseller bookshelf even 8
months after the book’s release
• At over 4 lakh followers (during
the retainer period), Ashwin had
one of the largest author fan
bases in the country
RESULT

The Aryavarta Chronicles (Govinda), was Hachette’s biggest bet for
2012. Written by a debut author – Krishna Udayasankar, the book
was touted the next big mythological fiction series in literary circles.
The Aryavarta
Chronicles
Krishna Udayasankar

Since Krishna Udayasankar was already touted as the next big thing in literary
circles, our task was to take her to a whole new audience and build a strong
online presence for the author. We were also tasked with introducing the
concept and developing intrigue for the multi-part book series.
TASK
The Aryavarta Chronicles | Krishna Udayasankar

We decided at the onset that building a strong online campaign meant creating
separate properties for the author and the book both which would be used for
cross promotions. A well targeted ad campaign ensured relevant audiences on
both Facebook pages
• Our campaign focused on the series as a fictional historical thriller instead of focusing
on the mythological plot. The attempt was to draw intrigue to the ‘era of the story’ as
opposed to the plot which would narrow down the target audience.
• We did this through a series of mini campaigns depicting various aspects of the
‘aryavarta days’ thus introducing our audience to the era.
• Characters from the book were introduced noting interesting personality traits and
verses from the book describing the characters.
SOLUTION

Characters from the book were introduced, noting interesting personality traits
and verses from the book describing the characters
SOLUTION

#govindahours:
• We needed to expand the reach of our campaign so we took to Twitter by hosting a
unique Twitter chat with Krishna while at the same time conducting a quiz based on
the contents of the book
• Followers were asked to tweet using #govindahours
• Twitter Stats:
• During the activity Krishna gained over 100 followers and #govindahours trended over
India.
SOLUTION

The Aryavarta
Chronicles
Krishna Udayasankar
• The book sold out its initial print
run of 20,000 copies within 4
months of the launch
• The campaign was all the more
significant considering the lack of
offline PR that was conducted for
a book with high expectations
due to budget restraints.
• The Author now has a significant
online presence set up for the
release of the second book
RESULT

Sheru Classic Production Pvt. Ltd. (SCP) is the brainchild of Asia’s
second professional bodybuilder Mr. Sheru Harmeet Aangrish. The
company set out to transform the bodybuilding industry and give a
whole new meaning to health and fitness in India. Sheru Classic 2012
was an attempted to create Asia’s and possibly the world’s largest
bodybuilding event after the success of the first installment in 2011.
Sheru Classic
Sheru Harmeet Aangrish

Sheru Classic | Sheru Harmeet Aangrish
To re-position Sheru Classic, which had a niche brand identity, having previously
catered to high profile clients, to appeal to larger mass of people by promoting
health and fitness online
We needed to sell as many tickets as possible primarily through an online push
alone, considering limited budgets for ATL/BTL spends
TASK

‘TRANSFORM-NATION’:
We initiated a campaign under the broad theme of ‘transform-nation’ to tap
into the an increasingly health and fitness conscious Indian population
• The overall strategy was to build up Sheru Classic through ‘health and fitness based’
properties which would in turn build up to the eventual show, the pinnacle of fitness -
The Sheru Classic Event and Expo!
• All content was seeded through this overlapping theme engaging audiences that went
beyond pure body building fanatics
SOLUTION

Driving traffic through Transform-nation!
SOLUTION

Closer to the event, a brand new social website was designed and developed
allowing a one stop information center for users needing a background on the
event
• Newsletters, contests and regular engagement fare was heightened along with a
virtual search for the best male physique amongst the audiences
• A severe push for online ticket sales was done through a clever embedding of a
bookmyshow link through every post/update as the event neared
• We thought of taking the event LIVE even during the days of the final show. The entire
event was streamed through live tweets and facebook updates ensuring that everyone
at the event or at home was constantly kept abreast of the excitement at Sheru Classic
2012
SOLUTION

SOLUTION
Stats During The Event

Sheru Classsic
• The brand message of
‘Transform-nation’ appealed to
the masses and Sheru Classic as a
brand received a huge online
following with 50,000+ fans on
Facebook and 4,000+ followers
on twitter in a short span of 5
months
• The event was a huge success.
More than 15,000 tickets were
sold online through bookmyshow
and another 10,000 through
various counters set up across
Delhi, which were also pushed
online
RESULT

• The live updates were well
received by fitness enthusiasts
who were unable to attend the
event. Twitter was a huge
success with 1,58,000
Impressions and the tweets
reached 54000+ accounts in just
2 hours of the event on Day 1
• The aftermath of the event saw
a loyal and engaged fan following
with regular mentions of the
event as well as the Facebook
page being a pseudo forum for
health and fitness enthusiasts
across India to connect with
others like themselves
RESULT
Sheru Classsic

IndiaFirst Life Insurance Co. Ltd. is a joint venture between Bank of
Baroda, Andhra Bank and Legal and General (UK).
IndiaFirst
Life Insurance

IndiaFirst Life Insurance
Amplify, IndiaFirst Life’s Happy Family Celebrations by actively engaging with the
community on Facebook. The campaign was aligned with IndiaFirst’s core
philosophy of Happiness = Health + Security + Savings + Wealth which the
company strives to provide to it’s customers through its product offerings.
• This was also the first community engagement activity to be rolled out by IndiaFirst
Life on social media & the task at hand was also to grow the user base on Facebook
through this activity.
TASK

IndiaFirst Life Insurance
A Happy Family Photo contest was proposed to meet the campaign objectives
• Contest participants were expected to share a candid ‘Happy Family Moment’ using
the app, which also featured a gallery (to display all the entries received) & a leader
board
• To conclude, participants were also asked to answer a simple question based on the
concept of Happy Family
• A series of teaser updates to encourage participation from the community and attract
• FB stamp ads were also rolled out to attract new fans onto the contest page
SOLUTION

IndiaFirst Life
Insurance
• The campaign was well received
by fans on Facebook, the unique
nature of the contest was much
appreciated by fans on the page.
The promoted posts rolled out to
attract more users onto the
contest tab also garnered good
interaction from users.
• Overall, the campaign had a
positive impact on the page. The
VIRAL Reach of the page shot up
from 1,377 people to 4,4145
users by the end of the
campaign. The page’s Talking
About metric increased from 75
people to 1,566 people by the
end of the campaign.
RESULT

IndiaFirst Life
Insurance
• The page’s fan base grew from
1438 likes to 4032 likes by the end
of the campaign.
Campaign Highlights
• Duration: 14 days (22 Feb – 07
Mar, 2013)
• Entries Received: 65
• New Fans Acquired on the page:
2594
RESULT

Beyond Pink is an initiative by author Sangeeta Mall and Westland
Publications. She is the curator of Beyond Pink fiction and the brain
behind the creation of this platform. Beyond Pink fiction is about real
women doing real things, written for the contemporary Indian
woman - the girl who has grown up.
Flight of the
Flamingo &
Beyond Pink
Sangeeta Mall

Flight of the Flamingo
& Beyond Pink
Build a community of women who fall under the gamut of Beyond Pink, i.e.
contemporary, urban, working class women.
Build up Beyond Pink as a Publishing platform & more for the contemporary
Indian woman.
• Sustain engagement with this community through various online & offline events
• Launch ‘Flight of the Flamingo’ the first title in the Beyond Pink series through this
platform
TASK
|Sangeeta Mall

& Beyond Pink |Sangeeta Mall
• To launch Sangeeta’s second offering ‘Flight of the Flamingo’ as an author & also the
first title of the Beyond Pink series, an online chat show titled The Beyond Pink Chat
Show was proposed. The chat show was rolled out (online) four week prior to the
actual book launch.
• The Beyond Pink Chat show showcases interviews of urban Indian women who talk
about their life journeys & the hairpin bends in their life.
• Through each episode of the chat show, viewers were given subtle hints about the
upcoming book Flight of the Flamingo.
SOLUTION
Anuradha Sengupta, who was
present at the book launch
was interviewed by Sangeeta
in the format of the Chat
Show. This was captured on
video and subsequently it
became the fourth episode of
the chat show.

A diverse set of individuals were chosen to represent the Beyond Pink women. The first
four personalities to be featured on the Beyond Pink Chat show were
1. Gauri Shinde – Ad Film Maker / Film Director
2. Priya Kumar – Motivational Speaker / Corporate Trainer
3. Anita Dongre – Fashion Designer
4. Anuradha Sengupta – Well known business journalist / TV Anchor
These well known public personas helped in attracting a significant amount of eyeballs for
the chat show.
SOLUTION
Priya Kumar teaser update.
These updates were created
for each episode

• Each episode featured a ‘trick question’ that was asked to the person interviewed, this
trick question was in turn posed as a contest question for the Beyond Pink community
on FB
• Users who shared the best response were gratified with an autographed copy of the
book – Flight of the Flamingo
SOLUTION
Trick question that was
asked to the fans as a
contest question.

FlightoftheFlamingo
& Beyond Pink
Sangeeta Mall
• Just three month post
inception, the Beyond Pink
community on Facebook was
more than 3,500 users strong &
growing.
• More than 94% of the community
consists of women within the age
bracket 18 – 55 years.
• Close to 45% of the 3,500 fans
were acquired through FB ads, the
rest of the growth has been purely
organic.
RESULT

FlightoftheFlamingo
& Beyond Pink
Sangeeta Mall
• Each of the chat show episodes
got more than 400 views (within
first week of it’s release)
• The YouTube Channel, hosting
chat show episodes have gathered
more than 2,200 views only a
month post launch of the show
online.
• Upon it’s launch, Flight of the
Flamingo was well received by
critics and readers alike.
• The book has received positive
reviews from the press & the
blogging community.
RESULT

Ravinder Singh is one of Penguin’s best-selling authors in the
romantic-fiction space. Having garnered a fanbase that has spread far
and wide through his touching narrations – I too had a love story and
Love can happen twice, his third book was an attempt to break away
from the romance novel space by delving into a bit of nostalgia driven
content.
Like It
Happened
Yesterday
Ravinder Singh

Like It Happened Yesterday | Ravinder Singh
TASK
Two Fold:
• Introduce his passionate fans to another side of the author’s writing. One
that went beyond the ‘romance’ genre his fans had grown so accustomed to
• Create an engaging social media campaign that was innovative, endearing
and viral in nature

Since the current fan base was already thirsty for Ravinder’s next offering, the
campaign route adopted was to first digress from expectations of another love
story and build anticipation with respect to the book’s content
SOLUTION
• This was done through a simple &
perspective changing contest that asked
user’s about Ravinder’s early childhood
• The contest seeded intrigue about the
author’s early life and childhood and set
the tone for the upcoming promotional
content
• Over 4000 entries were received over a
two week period, allowing one winner to
be a special guest at the book launch
when it did happen

We now had to build up the main phase of the campaign. This involved getting
the message of the book release out in the public domain and viral
• A virtual ‘book cover reveal challenge’ sent the impending book release viral by
allowing users to uncover the book collectively through a share application
• 2000 shares were achieved within 3 days unravelling the entire cover and exposing the
campaign to over 4 lakh individuals on Facebook alone
• Encouraged, we added to the virality by taking users down memory lane encouraging a
basic picbadge campaign along with teasing nostalgia based posts
• The content encouraged sharability and built up to the final bit of intrigue – An
animated voiceover trailer that took users into what the book had to offer in a
personal way
SOLUTION

SOLUTION
The Virtual Book Cover Reveal

SOLUTION
Seeding Nostalgia

SOLUTION
The pre-launch innovative book trailer. A
talking point of the campaign. Approx 15k
views within a month.
Post Launch, a Google Hangout was carried
out to allow the author access to his online
base. Around 500 users viewed the
streaming live. Two lucky fans had a chance
to participate in the hangout via a contest
held earlier

Like It Happened
Yesterday
Ravinder Singh
• Despite initial apprehensions
regarding the niche genre that
his previous books fell into, the
book was well received
• The viral nature of the campaign
ensured that the author built up
an audience which went beyond
the 18-24 age group that his
previous books attracted
• The campaign a reached a larger
than life number, due to the
sheer engagement levels pre-
launch
• A music album featuring star
singer Shaan is now in
production with Times
Music, celebrating the concept of
the book
RESULT

Contagion - CaseStudy Deck

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