New Delhi, July 14 (IANS) The marketing campaign for promoting the Man Booker prize winning book by Arvind Adiga, “The White Tiger”, has been shortlisted for the Asian Multimedia Publishing Awards 2009.
This is the first time the publishing industry has been acknowledged for its marketing efforts.

Noted journalist Nalin Mehta’s book, “India on Television” has also been shortlisted. Both books have been published by HarperCollins India.

The prestigious award incorporates the best Asian Book Publishing Awards and the Asian Corporate Communication Awards under seven categories.

It also recognises the best multi-media publishing practices in Asia, said a statement Tuesday.

The “White Tiger Campaign”, popularly known as the “TWT Campaign”, has been nominated under Asian Book Publishing Award for the best use of marketing by a publisher.

“India on Television” by Nalin Mehta has been nominated for the best book/best writer award.

Over the years, the awards have attracted 74 entries representing 44 companies from nine countries, including publishing houses. The awards will be conferred July 17.

Reacting to the nomination, HarperCollins India chief executive P.N. Sukumar said, “We are quite excited to have been shortlisted for the two categories and are awaiting the results. This is the first time publishers have been recognised for their marketing efforts.”

The marketing of “The White Tiger” required two months of planning and budgeting.

“The campaign used a mix of pre-publicity techniques, database marketing, television commercials, inbox campaigns, print ads, bank fliers and media interviews to keep readers’ interest alive,” said Lipika Bhushan, marketing manager of Harper Collins.

“India on Television”, which traces the growth of satellite television in India, is one of the most comprehensive studies of the evolution of media in the country post-Independence.