Will IIM alumni rewrite publishing rules in India?

Buoyed by the success of his debut work, the publisher of IIM alumni Karan Bajaj's second novel is eyeing to achieve new heights with a unique and massive marketing campaign for the first print run of an impressive 50,000 copies of the thriller "Johnny Gone Down".

Says Lipika Bhushan, marketing head at Harper Collins India, "We toyed with the idea of how we can achieve new heights with ?Johnny Gone Down? since there is growing market for such books. Karan has a definite fan following and so the book has the content to click with the masses. And when we talk about masses we have to aim at high numbers and lower price points."

The book is priced at Rs 99 and the publisher is aiming to achieve nearly 100,000 copies in a year.

Full report here PTI