Aseema is an NGO. It runs an education centre for underprivileged children. With a limited budget, creating a mass media campaign or a direct marketing campaign was not an option. That’s when we came up with an innovative idea of placing a bookmark in numerous books at a bookstore. After all, what better way to reach out to book lovers than through a bookmark?

Aseema received over 5,000 books during the 3-week activity at the Strand Bookstore.

The ‘Reading Boy’ Bookmark was placed in numerous books at the Strand Bookstore, a leading bookstore in Mumbai. The bookmark featured a child lying down and apparently reading the very book held by a person at the bookstore. When anyone flipped through a book, at the bookstore, they were reminded that underprivileged children love to read too.

The target audience comprised all those who love books, as only they would understand what it means to live life without books.