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An estimated `4-5 crore worth of sponsorship revenue is riding on the back of Jaipur Literature Festival, said media buyers who declined to be named. Photo: HT
An estimated `4-5 crore worth of sponsorship revenue is riding on the back of Jaipur Literature Festival, said media buyers who declined to be named. Photo: HT

Jaipur Literature Festival ready to roll with Amazon India, Amity as sponsors

Zee Entertainment continues as title sponsor for a second year, while Google, Ford and British Airways return as venue sponsors

New Delhi: The annual Jaipur Literature Festival, India’s largest such gathering, returns next week with a fresh line-up of sponsors including online retailer Amazon India, pan masala brand Rajnigandha and Amity University.

Broadcaster Zee Entertainment Enterprises Ltd continues as title sponsor for the second year in a row, while brands such as Google, Ford and British Airways return as venue sponsors. The festival will be held in the capital city of Rajasthan between 21 January and 25 January.

The event generates interest among literature enthusiasts and authors. An estimated 4-5 crore worth of sponsorship revenue is riding on the back of this festival, said media buyers who declined to be named.

“Staging the world’s largest free literary festival is only possible with the support of our partners from across the Indian business community and beyond," said Sanjoy Roy, managing director of Teamwork Arts, the producer of the festival. “We are pleased to welcome back many returning sponsors, and look forward to developing our relationship with our new partners."

Amazon India has joined the festival this year as the official books partner. The festival’s book store last year sold over 10,000 books in just four days.

“We are extremely excited to be associated with this marquee event and look forward to engaging with our consumers at the event and also enabling those who are not present at the event with easy and convenient access to the books that will be talked about at the event," said Samir Kumar, director, category management, Amazon India.

DS Group, makers of Rajnigandha pan masala, has joined the event as a venue sponsor. Rajnigandha is running a special campaign on the theme called ‘Great Things Happen, When Greats Come Together’. “We feel that the meeting of a great brand Rajnigandha and this great event JLF will certainly hold a good stead and lead to greater things and greater heights for both the brand and the event," said Bhavna Sood, senior vice-president, corporate communications, DS Group. Rajnigandha will sponsor the Front Lawns, the largest venue at the festival.

The brand will also invite people to offer their creations in just six words. “We are instituting a Rajnigandha Six-word Story Contest to encourage the young budding talents with literary ambition. Writers will be invited to participate in the contest on Rajnigandha Facebook page and Twitter, The winning stories will be showcased at the Jaipur Literature Festival 2015," said Sood.

As many as 250,000 people are expected to attend the festival, compared with 220,000 people last year. To be held at Diggi Palace in Jaipur, the festival includes speakers like Nobel laureate V.S. Naipaul, Pulitzer prize winning poet Vijay Seshadri and Man Booker Prize winner Eleanor Catton.

Broadcaster Zee Entertainment was named title sponsor for the festival in January last year for a duration of three years. “Corporate brand ZEE has always been associated with knowledge-based global intellectual properties, and our support to one of the world’s most prestigious literature festivals for the second consecutive year reinstates the same," said Roland Landers, head, corporate brand, ZEE. “This year, ZEE Jaipur Literature Festival promises to offer some of the greatest thinkers and writers from across the world. Acclaimed as the largest free literary festival on earth, we at ZEE are all set to bring it to an all-new level."

The other sponsors of the event include Harvard University’s Mahindra Humanities Center as venue sponsor, telecom company MTS India as official data partner, while Amity University will be the official university partner.

Continuing its partnership with the festival, Coca-Cola will refresh visitors as official beverage partner, and speakers will be able to relax and unwind in the Glenlivet Authors Lounge, supported by Scotland-based scotch whisky brand Glenlivet Distillery.

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