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Amazon ties up with Chetan Bhagat for 6 books
MUMBAI: They say that traditional book publishing business is dying a slow death. But many beg to differ and believe it is here to say, although it may change its shape and format. Today’s generation does not want to invest time in sitting down and reading a novel, but they would rather go for an e-book or just listen to an audio book. Amazon was the first e-commerce platform that introduced the world to ebooks at large.
Launched in the United Stated in 2009, Amazon Publishing is the publishing arm of Amazon and publishes literary and commercial fiction and non-fiction. Today, Amazon Publishing is a global publisher working with Amazon editors in Seattle, New York, Grand Haven, Luxembourg, London, Munich, Milan, Madrid, and Paris. In Europe, Amazon Publishing publishes original-language titles in English, French, German, Italian, and Spanish.
In order to reach and target the Indian market and expand its publishing portfolio, Amazon acquired Westland publishing in 2017 which is one of the largest English-language trade publishers in India. Westland’s bestselling authors include Amish Tripathi, Ashwin Sanghi, Devdutt Pattanaik, Ashok Banker, Rujuta Diwekar, Rashmi Bansal, Savi Sharma, Anita and Harsha Bhogle, and Preeti Shenoy.
Adding another feather in the list, Amazon Publishing has now announced a global deal for the next six books by Chetan Bhagat, India’s best-selling author.
The deal includes three fiction and three non-fiction titles by Chetan Bhagat and Amazon Publishing to publish these books globally in print, eBook and audio formats. The first title in fiction genre will be published in October 2018 followed by a non-fiction novel later in the year. The pre-orders for the book will start from August.
It will be Chetan’s first book in both e-book and print formats with Amazon Publishing.
All the books are planned to also be available in multiple Indian language translation versions. Westland, an Amazon company, will distribute the print editions in India. All the books will also be available in multiples book stores and will be distributed in India by Westland.
Westland brings Amazon Publishing’s bestselling international books to the Indian market available in over 1000 outlets.
The company is excited to have Chetan Bhagat on board. Amazon Publishing vice president Jeff Belle says, “Millions of readers have enjoyed Chetan’s work for over a decade. His books deftly weave together the everyday life of youngsters with the prevalent social milieu of our time. He is India’s best-selling author and we both share a common passion that more people reading more books makes the world a better place.”
Delighted to partner with Amazon Publishing, Chetan Bhagat says, “Amazon’s online advantage and their commitment to reach every corner of India ties in well with my goals of inspiring every Indian read books.”
Chetan wants to reach readers in Tier II and Tier III with his books as he believes that the next round of readers are going to come from smaller towns and villages in English and regional languages.
With this deal, Amazon wants to bring Westland’s authors to more customers in India and over the world.
Our aim to bring great content from around to our readers whenever and wherever they are. For this, we are open to partnering with new publishers and authors. With the publishing arm, Amazon wants to reach the audience that is digital savvy and constantly on social media platforms to create reading culture among them.
Amazon Publishing will advertise and market the association with Chetan Bhagat on its online shopping website amazon.in followed by some OOH and digital.
Although Amazon registered a loss of USD 622 million from international operations in the first quarter of 2018, Jeff Belle is optimistic about the Indian market and will continue to invest in India as it sees great potential here with both sellers and customers.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
