The venerable Hindustan Ambassador, one of the most recognizable set of wheels in India, has been chose by book publishing house, Penguin India, as its celebratory mascot for a cross country drive. Penguin India will undertake an all India drive in the Ambassador, whose capacious boot will be filled with books published by Penguin as a part of its 25th anniversary. The Penguin emblazoned Ambassador will roll into the major metros of India, where eminent authors will join it for book reading sessions a various landmarks and famous book stores.
With paperbacks being fast replaced by digital copies and ebooks across the world, Penguin’s latest effort to hop on to the Ambassador to popularize reading amongst the Indian youth seems ironic as the Ambassador, though a legend in its own right, is on its way out with sales plummeting to new lows each passing month. That said, India continues to be the few markets in the world where paperbacks and print magazines still continue to sell briskly, with ebooks still not really making the cut in the country, with one of the highest youth population in the world.
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