Penguin campaign to make classics cool again
Penguin India’s international marketing team has revolutionised the reading experience by engaging different senses through its recent launch of the Penguin Classics Store campaign. The campaign aims to make classics cool again by curating a range of seven distinct fragrances inspired by bestselling works of classics. This is being done in collaboration with Ittar Store in Janpath, Delhi.
21 Feb 2024 | By PrintWeek Team
The launch of the fragrances is a part of Penguin India's broader initiative to rekindle the allure of classic literature
The campaign introduces a unique approach to literary appreciation by bringing the fictional worlds of classic books to life through the sense of smell. Each fragrance is meticulously crafted to reflect the distinctive settings and atmospheres of renowned classics such as Pride and Prejudice, Jane Eyre, Little Women, Great Expectations, and Crime and Punishment, among others.
Penguin India's international marketing team seeks to provide readers with an immersive experience that transcends traditional reading. By incorporating the olfactory senses, the campaign not only enhances the connection with the stories but also offers a new dimension to the exploration of classic literature.
The launch of the fragrances is a part of Penguin India's broader initiative to rekindle the allure of classic literature and introduce it to contemporary audiences in a refreshing and innovative manner.
The unique fragrances will soon be available at the flagship Penguin Classics Stores in Delhi (Bahrisons), Bangalore (Blossoms Book House), and Mumbai (Kitab Khana), inviting readers to embark on a sensory journey through the iconic worlds of timeless literature.
See All