The habit of reading, especially amongst youngsters, has been on a decline. In a bid to encourage people to restart their relationship with books, Mumbai-based Strand Book Stall undertook a unique activation.
Conceptualised by Leo Burnett, the activation sees the installation of a large autobiography of Mahatma Gandhi to promote Strand’s annual book sale. One can approach the book and ask a question, to which the ‘book’ will answer. Not just Gandhiji, people present at the venue can ask questions to Helen Keller, Nelson Mandela, Steve Jobs and a few more great people.
The installation has intrigued visitors to the book sale.
Speaking on the activation, KV Sridhar, National Creative Director, Leo Burnett, India, said, “People may not like reading, but they still love talking. The book may not be a big hit with kids, but cell phone definitely is. We decided to position books as a means to have breakthrough conversations in life. And that’s where the idea of a talking book emerged.”
Vidya Virkar, Managing Partner, Strand Book Stall, strongly felt that parents should read at least one story a day to their kids, which would turn their kids into active readers.
Given the success of the Talking Book activation, Strand Book Stall is eager to take the activity to more places in and outside Mumbai.