Penguin Books promoted audiobooks with a print advertising campaign in India featuring three well known authors, William Shakespeare, Mark Twain and Oscar Wilde. The writers are shown whispering in the ears of their listeners. In less than a week from the release, awareness of Penguin audiobooks increased by 15%. 7% more audiobooks sold in a matter of few days. The campaign has won a Gold Press Lion at Cannes International Festival of Creativity.
The Author Headphones campaign was developed at McCann Worldgroup India, New Delhi, by national creative director Prasoon Joshi, creative director/copywriter and art director Rohit Devgun, executive creative director Ashish Chakravarty, creative director, copywriter/art director Talha Nazim, finishing artists Anil Sharma and Kuldeep Soni, senior visualiser Nobin Dutta. Illustration was done at Lamano Estudio.