The literary season is upon us, and the country is awash in festivals this year - with two new ones added to the crowded Delhi lit calendar. The Hindu is bringing its three-day festival, starting Sep 25.
There is now indication that corporates see literary festival as intellectual properties which have good shelf life in terms of recall and, hence, a right vehicle to reach premium audiences.
Last week, media group Deccan Chronicle signed up with KLF as its title sponsor.
The Thiruvananthapuram leg of the two festival will now be called the Deccan Chronicle-Kovalam Literary Festival. The Delhi leg will be presented by Financial Chronicle, the multi-edition business daily of the group.
This comes soon after the Catholic Syrian Bank became co-sponsor of the KLF. The KLF has now garnered sponsorships of Taj Hotels and Resorts, Kerala Tourism and ICCR, the cultural wing of the Indian government.
Many publishers like Penguin India, Harper and Westland support such festivals where their authors are showcased.
Binoo K John, author and founder director of KLF, says the success of the Jaipur Lit Fest as a showcase book event has a lot to do with the new corporate interest in such intellectual properties.
Full report here IBNLive