Case Study
‘Private India’ by James Patterson, Penguin Random House

In 2014, Flint Asia was retained by the Random House group to manage the launch of Private India by James Patterson, the publisher’s flagship literary brand and currently the most successful living author.  The promotional campaign was coordinated between Flint’s London and Delhi offices, in order to position the publication of Private India, co-written with Indian author Ashwin Sanghi, as an internationally significant publishing event.

Carefully targeted pre-publication launch activity was successful in generating excitement and anticipation within India’s publishing sector and literary press.  High-impact press coverage within the mainstream media combined with integrated digital and social media activity served to raise awareness and foster engagement with the book’s publication amongst an extensive general interest readership. 198 national newspaper features and 190 digital news features were secured in the two weeks around the book’s publication.

Flint coordinated the development and dissemination of a suite of promotional videos featuring the book’s author James Patterson, and a comprehensive print and broadcast interview schedule supported by a multi-city signing tour was managed by Flint for Patterson’s Indian co-author Ashwin Sanghi. The promotional campaign delivered extensive media exposure with 418 individual pieces of coverage secured across print, broadcast and digital media. The press coverage represents an Advertising Value Equivalent in excess of 50,000,000 INR (£500,000), delivering a promotional Return on Investment of 25:1.  Private India secured the No.1 Adult Fiction Bestseller position within India in the week of publication, remaining in the Top Ten chart for a further 35 weeks, whilst also charting in the UK’s Sunday Times Adult Fiction Top Ten.

 

“Flint provide a thoroughly professional and creative approach to publicity.  Straight-forward and easy to work with, they have delivered exactly what they promise – and then even more.  Private India is a unique project combining a bestselling author from India and one from the US, and with their international presence and awareness, Flint mirrored this perfectly in their campaign.  They are able to provide comprehensive short-term publicity within a thought-out long-term vision and, most importantly, are an absolute joy to deal with.” 
- Caroline Newbury, Vice President, Marketing and Corporate Communications Penguin Random House, India

Image Credit: James Patterson (detail), © Rankin, Courtesy of Penguin Random House

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