ITC ENGAGE launches ‘Pocketful O’Stories’
A compilation of Microtales on unexpected moments of Love in collaboration with India’s leading romance author Durjoy Datta
Kolkata 26 November 2018: ITC’s Engage, one of India’s top fragrance brands today launched the crowd sourced Pocketful O’ Stories book compiled in collaboration with bestselling romance author DurjoyDatta and Penguin India.
In a multi-city interactive book-reading series, Durjoy Datta revealed his moments of unexpected love along with reading some of the best written microtales from the book. The book, a compilation of winning microtales received on social media and Durjoy’s own stories was launched through engaging events in Starmark, Kolkata, with the epitome of romance, The Taj Mahal as the backdrop in Khema Lawns, Agra and in Crossword in Inorbit Mall, Malad in Mumbai.
Durjoy Datta as an integral part of compiling and propagating Engage Pocketful O’Stories, exclaimed, “It has been an incredible journey reading through some of the most beautifully written microtales and reliving moments that each one of us would have experienced in our everyday lives! It is the unexpected spark of romance that keeps us ready for love anytime, anywhere. I am really excited to be a part of this fun initiative and would like to invite everyone to read this unique book.”
Commenting on the launch Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC, said, “Innovation has been at the core of product and communication for brand Engage. Be it the revolutionisingEngage pocket perfumes or the wide range of fragrances in the portfolio. Pocketful O’ stories is one such innovation where stories of unexpected moments of love bring out theEngage philosophy of playful romance and the product characteristics. With Durjoy as the co-author of this book along with our consumers, this unique book is indeed a brilliant read based on content which is both refreshing and completely authentic!“
The initiative was launched in an exciting digital campaign to introduce the Engage Pocket Perfumes Titled ‘Pocketful O’ Stories’ to celebrate the unexpected moments of love and playful romance, the campaign received an overwhelming response with 11,200 entries/comments and over 6,000 stories
Published in collaboration with Penguin Roadhouse India, India’s leading publishing house, Nandan Jha, Senior Vice President said,“Penguin Random House India is always trying to strengthen our connection with people and with this unique partnership we are publishing a must read book that captures some unexpected moments of love in words, with the help of our talented author Durjoy Dutta. An eternal and important topic and an interesting collaboration with ITC Engage, we look forward to bringing many more innovative reading opportunities for people.”
The launch event had in attendance several of Durojoy’s fans and ardent book lovers, who animatedly queued up to interact with the effervescent romantic author and enjoy his real life anecdotes. The highlight of the multi city launch was the event at Agra, against the backdrop of the epitome of love, TajMahal.
The campaign was influenced by the convenient pocket-sized innovation, Engage ON which celebrates unexpected moments of love and embodies the brand proposition of playful romance and brings alive the new language of love through its various offerings.