As per the deal Barista Lavazza is going to provide space to the Penguin Books for its high profile book launches and in return it will bring the enriching collection of Penguin Books for free reading to its customers.
The first book to be released at Barista Lavazza would be of renowned writer Shobha De’s much anticipated book Sethji.
As an Innovative marketing strategy Barista Lavazza is also launching a new flavor of coffee, titled the ‘Sethji Coffee’ which is inspired from the traits of the lead character of the book.
The launch of first book of Shobha De is followed by launches of books by other eminent writers. There is also an opportunity for Fans and followers to attend the launches and interact with their favourite authors during the Author Meet n Greet Sessions.
In order to attract customers, Barista Lavazza is also starting a Book Club at its cafes, wherein customers can enjoy book reading sessions while sipping their favourite Italian coffee.
Also in an another initiative under this endeavor there will be an Emerging Writer’s Awards in which Barista Lavazza will be inviting entries from people with literary interests and the Penguin Publication along with its writer’s panel is going to judge the entries and the winner will be awarded by both the partners.