ITC Engage launches ‘Pocketful o Stories’

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ITC’s Engage one of the top fragrance brand of India launched crowd sourced ‘Pocketful o Stories’ book compiled in collaboration with India’s one of the best selling romantic author Durjoy Dutta and Penguin India on 26th of November at Kolkata.

In a multicity interactive book reading series Durjoy Dutta 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 engaing 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 Dutta 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 enique book.

Commenting on the launch Chief Executive, Personal Care Products Business, ITC, Mr. Sameer Satpathy said “Innovation has been at the core of product and communication for brand Engage.Be it the revolutionising Engage 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 the Engage 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 comments and over 6000 stories.

Published in collaboration with Penguin Roadhouse India, leading publishing house Senior Vice President Nandan Jha 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 launched event had several of Durjoy’s fans and book lovers who queued up to interact with the romantic author and enjoy his real life anecdotes.
The campaign influenced by the convenient pocket sized innovation,Engage On which celebrated unexpected moments of love and embodied the brand proposition of playful romance and brought alive the new language of love through its various offerings.

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