Barista Lavazza announces strategic alliance with Penguin Books India
This alliance has also moved Barista Lavazza a notch closer to its endeavor of being the most ‘innovative café’ in the country.
Always known to keep the interest of their customers in mind, and having taken inspiration from its Italian heritage, Barista Lavazza has perfected the art of consumer engagement with various in-store activities, such as promotion of music, art, literature and culture in various forms in its cafes.
The alliance entails Penguin India releasing its books at selected Barista Lavazza cafes across the country. As a part of this arrangement, the first book to be released at Barista Lavazza would be renowned writer Shobha De’s much anticipated book ‘Sethji’. This would be followed by launches of books by other eminent writers. Fans and followers can also attend the launches and interact with their favourite authors during the ‘Author Meet n Greet Sessions’. Going forward, Penguin books will also be placed in Barista Lavazza cafes across the country to give patrons an opportunity to enjoy reading their favourite books while enjoying their delicious, Italian cup of coffee.
In another first and innovative marketing initiative, Barista Lavazza is also launching a new flavor of coffee, titled the ‘Sethji Coffee’. Taking inspiration from the traits of the lead character of the book, this exclusive coffee would be available across leading Barista Lavazza cafés for a period of two months.
As a part of the venture, Barista Lavazza also plans to start a ‘Book Club’ at its cafes, wherein customers can enjoy book reading sessions while sipping their favourite Italian coffee. Another pioneering initiative under this endeavor will be ‘Emerging Writer’s Awards’ wherein Barista Lavazza will invite entries from people with literary interests, Penguin (along with its writer’s panel) will judge the entries and the winner will be awarded by both the partners.
Speaking on the occasion, R. Shivashankar, South Asia Director, Barista Lavazza said, “We are extremely honoured and proud of this association with Penguin India, Asia’s largest English language trade publisher. This relationship will draw the best from both the worlds for our patrons. We are glad that this alliance will be able to create and provide a platform to both our existing and potential customers, by giving them the opportunity to enjoy through two binding forces - literature and coffee. Such an association has never been thought of before and we are confident that the synergies drawn due to this will be enjoyed and remembered by our guests.”
Nilanjan Bhattacharya, COO, India and SAARC at Barista Lavazza added, “We have always taken pride in being known as industry veterans in more ways than one. Having pioneered the café culture in India, Barista Lavazza went on to create several more annual properties related to music, games and art such as the Friendship Jam, Scrabble contests and much more. These have all helped keep our customers together and committed to us as a brand. With this new association too we are confident of delighting our patrons by giving them an opportunity to bind with their favourite authors, while also giving them an opportunity to get one step closer to our culture and literature. This is also a testament to our commitment to always strive towards improving the overall coffee drinking experience.”
Opined Hemali Sodhi, Vice President, Penguin Books India, “We are delighted with the exciting new partnership with Barista Lavazza. Coffee and books always go well together, and we're looking forward to bringing some great books and some wonderful authors to Barista as part of this initiative. And what better way to launch this partnership than with Shobhaa De's brand new book Sethji--one of the most talked about books of the year - and a scintillating read.
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