Agency: The Social Street, India

Campaign Strategy

Fiction in books and movies is a common thing, but what if we told you that we were able to turn fiction into reality?

The brief: A book launch for 8 Hours. A very different story, that required a very different launch.

We didn't invite people for the book launch. Aratrika Reddy, the main protagonist of the book did. She came to life on LinkedIn, connected with hundreds of professionals in a matter of days, invited chosen ones for a face-to-face meeting. We connected with the right people using this medium, with minimal spillover. The industry bigwigs who turned up at the launch were amused to have been pranked in this manner – this got us a lot of free publicity, with sound and video bytes from primary influencers adding to the PR around the book!

Campaign Concept