Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Chanakya's Chant by Ashwin Saghi - A Contagion Case Study

496 views

Published on

Published in: Education, Spiritual
  • Be the first to comment

Chanakya's Chant by Ashwin Saghi - A Contagion Case Study

  1. 1. The Digital Infection
  2. 2. 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
  3. 3. 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
  4. 4. 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 Chanakya's Chant | Ashwin Sanghi
  5. 5. The popular ‘Chant of the Week’ comic strip property that built up Ashwin as a personality and a brand beyond an author SOLUTION Chanakya's Chant | Ashwin Sanghi
  6. 6. 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 Chanakya's Chant | Ashwin Sanghi
  7. 7. SOLUTION Chanakya's Chant | Ashwin Sanghi
  8. 8. 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

×