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Author-brand collaborations may be here to stay: Crossword Bookstores.

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lthough brand collaborations with artistes from film and music have been a creative mode of enhancing engagement with audiences, it is relatively new for novelists.

Especially, when the ask of the novelist is integrated into his craft; that of sharing stories.

Crossword Bookstores hosted one such unique collaboration, among deodorant brand Engage from ITC, Penguin India and bestselling romance author, Durjoy Datta. As a part of the engagement, Datta took to social media and asked fans to send in micro-stories of love, in just 250 characters via Instagram, Twitter and Facebook.

The response was overwhelming, with more than 11,200 submissions coming in from all over the country. The best story for the day was shortlisted by Datta.

250 such playful, romantic, and unexpected micro- stories were then compiled into a book titled “Pocketful O’ Stories” – each of them celebrating romance in unexpected places from libraries and trains to offices and colleges. Datta has integrated 10 of his own stories.

Speaking about the event, Maulik Desai, Head of Crossword Bookstores said, “This is an exciting collaboration between an author and a brand, and we hope that more Indian brands will follow suit. Durjoy Datta is one of India’s most popular young writers, and a favourite with teens and the youngsters who shop at Crossword Bookstores. “

 

Season II of this campaign will return with Durjoy Datta centering around the theme of love with a twist to it.

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