18 Jan 2013 ... The first ever shift of Mills & Boon from traditional romantic fiction to paranormal –
to the romances of dracula and werewolf. •. Titled Nocturne ...
Mills & Boon’s Nocturne Series first ever paranormal romance fiction in India Click to edit Master subtitle style
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Background & Objective •
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The first ever shift of Mills & Boon from traditional romantic fiction to paranormal – to the romances of dracula and werewolf. Titled Nocturne, the series has several novels that treat paranormal creatures as persons of feelings, and the affairs of their heart. The objective was to create an exciting sense of anticipation among the youth before the Nocturne series hit the stands, and at the same time convinces the media of a paradigm shift in the reader’s tastes.
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What did we do different? We brought an end to The Twilight Saga, and brought in the Nocturne Series This is exactly that was sold to the media and the readers through PR. Given that paranormal is a growing genre worldwide and in India, and with the success of various books like Stephenie Meyer’s Twilight Series, it was a natural extension for one of the 1/18/13
What did we actually do? In a nutshell… •
Series of interviews of Mills & Boon personnel on the series launch
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Sampling of Nocturne with media, and
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Series/book media reviews
Where? •
Delhi
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Mumbai
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Bangalore
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Chennai
Media Some of the major national media covered Nocturne… •
Times of India
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Bangalore Mirror
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Mumbai Mirror
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The Hindu
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New Indian Express
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Midday
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Mail Today
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Pioneer
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Hindu Business Line
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Marie Claire
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Vogue 1/18/13
Key achievements •
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Mills & Boon reported first time readers being added to their customer base Nocturne series was the topmost selling fiction book at most bookstores Additional print ordered by Mills & Boon as the stock was over within a month of launch
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Widespread stories across key newspapers, magazines & portals
