2022 Winners & Shortlists

Write a short summary of what happens in the film

Launched with the slogan, ‘If you’re into something, you’re into books’, the SBA’s campaign sought to bring about a paradigm shift in the popular perception that books are only for bookworms and intellectuals. It sought to challenge the notion that reading is a habit exclusive to a certain segment of people. The ‘You’re into Books’ campaign, which embraced every individual worldwide regardless of their age, race, ethnicity, cultural, or socioeconomic backgrounds, drove home an enduring universal message that whatever be it that triggers one’s interests or passions, there is a book out there to fuel their curiosity.

Cultural / Context information for the jury

The core creative foundation of the campaign touched upon some thoughtful ideas. No one is born with a book in their hands, but all 7.9 billion people in the world are in fact readers as the campaign tagline is self explanatory ‘If you’re into something, you’re into books’. The campaign was innovative, for it addressed people in their language, both figuratively and literally, in different dialects. The main challenge was to shift the dominant culture that doesn't propagate reading as a common habit, especially among the younger generation. In a world with information overflowing through various other sources than books, it is a common perception that books are only for thinkers, writers, or philosophers. But this SBA campaign said otherwise and proved it. On social media platforms for example, the campaign asked people to share their interests, and suggest books that suit them the best.