Saturday, April 10, 2010

Shobhaa De, Penguin in co-branding deal

Creating an eco system is the road map brands are looking at to fuel growth. And the scope of partnership is not restricted to just products alone, but even the publishing industry.

Penguin Books and Shobhaa De have come together to launch an imprint of Shobhaa De.

The co-branding exercise between Penguin and the writer involves Shobhaa De handpicking authors, titles and subjects. Shobhaa De books will comprise of celebrity memoirs, guides and biographies — with a focus on lifestyle, business, cinema and commercial fiction.

In the official statement, Penguin said its partnership with Shobhaa De will extend its reach in Indian publishing, attracting new authors and readers to the Penguin name.

Full report here Economic Times

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