Penguin launches new marketing initiative
20 Nov 2009
Publishing group Penguin-Books India has launched three-dimensional (3D) advertisements of its latest releases and bestsellers in digital formats as part of a new marketing initiative.
"Penguin's latest advertising initiative takes prospective customers straight into the digital future - where no publisher has gone before. The new technology has done away with the obsolete plastic spectacles and dark theatres that one associates with 3D movies," Hemali Sodhi, general manager, marketing, told reporters.
Penguin India has begun advertising its books on 3D high-definition plasma screens at select locations in major metropolitan cities.
The advertisements are located in four major metros - IGI Airport at New Delhi, Rajiv Gandhi International Airport at Hyderabad, Select City Walk Mall at Saket in New Delhi and Forum Mall in Bangalore.
The publishers have started to telecast advertisements for some of the biggest Penguin and Puffin books of the season, along with a Penguin brand footage. Each advertisement is 15 seconds long and repeats at regular intervals.
There are four plasma screens showing the advertisements at each location, and the promos will run initially for a period of two months at the airports and for a month at the malls.
"The brand new technology of lenticular screens converts two-dimensional images and graphics into 3D to give the viewer a real-life experience of images floating in front rather than in the screen. The 3D images appear on 42" high definition plasma screens at strategic public places frequented by the maximum number of Penguin readers," said Sodhi.
Some of the key titles that we are displaying on 3D are Gurcharan Das's 'The Difficulty of Being Good', William Dalrymple's 'Nine Lives', 'Rediscovery of India' by Lord Meghnad Desai, 'Diary of an Unreasonable Man' by Madav Mathur and 'Confessions of Sultana Daku' by Sujit Saraf, the new Hamish Hamilton title."
