An endearing story of an orphaned girl set on the banks of the beautiful Seine in France. Place where stones and pebbles were her only toys and trees the sole companion. Her growing up years, how she coped, what she did? A gripping tale of high school boarding brats battling everything their age entails, all on their own. Interested? How many of us would actually bother to check the latest on the shelves of every publisher? Or track the titles all the way to the market? It's SOS, book launches and promotions. But in en era when the likes of Harry Potter editions and Booker winners resort to it, are promotions the ultimate wherewithal?

"With so many books hitting the market, how do readers come to know? I think book talks and a li'l publicity does help in connecting the readers," that's Khushwant Singh, author, Sikhs Unlimited. He laughs, "It's just like students reading about elephants and lions but when you actually visit the zoo, you come to know. They do help in connecting the audience, reaching the readers." No wonder, the city itself has been averaging book launch or promotion just short of double digits every month! "In the cruel, cutthroat, cutting edge world of publishing where you're battling short public memory and competing with the Internet, television, several distractions to deal with, perhaps book launches and promotions are a must," remarks Anupama Singh, librarian at a city school. Not to forget the several new covers on the shelves every month. Mukul Deva for Salim Must Die, Ratanjit Singh's The Secret of Our Ultimate Succcess, Sumant Batra and his coffee-table book, Navtej Sarna for The Exile, the list of interactions and launches the city's witnessed has been endless.

Okay, but critically speaking, how much and how exactly do they help? Christina Singh, deputy manager, British Library, adds, "Book launches and other such promotional activities certainly do help. But I'd like to make another observation; all these efforts, though they make a difference, but it's generally momentarily." Like a rising graph, peaking during promotions before coming to a stable.

Neeru Naresh Gupta, library head, State Library-34, adds, "Naturally, there an effect. When people become aware of it, it generates interest, ultimately does reflect in sales. It's just like advertising. It's somewhere there in your mind that the book has been released." Chips in Anupama, "If at all, a question has to be put then that can be on the genre where these promotions work?" Says Neeru Naresh Gupta, "The maximum launches are witnessed in the forms of biographies, travelogues, poetry and the like." True. Did anyone come across a book reading session of the latest in microbial biotechnology!It's all about reaching out where it matters, making that connect and communicating to target audience?

Shares Khushwant Singh, "If I know there's a target audience for my book, in let's say Trivandrum or Calcutta, I would try to reach out to them."

As Akriti Agarwal, B.Comm student, says, "I'm a huge fan of Paulo Coelho books. So, she need not hold a promotion for the likes of me. But in between, if I come to know about a story that I find new, I'd definitely

Tishaa Khosla, author, Pink or Black, would not to forget to wear a seamless blend of pink or black dress before any book launch and promotion. Similarly, Khushwant Singh got in touch with his alma mater, School of Communication Studies?

Are authors getting innovative? He questions, "Would you call it that? I don't know. I think authors always went around talking about their book. As an alumnus, it's just a way of getting back." He adds, "It does get moving beyond the regular tea-promotions to wine and cheese gathering."

Guess, it gets better!

manpriya@tribunemail.com

Mother's Day, Father's Day, Valentine's Day, Best Friend's Day, if possible, Enemy's Day, Ex-boy or girl friend's Day, Happy Day, Sad Day, In-laws Day (they're the much celebrated parents too), Neighbour's Day, or 'No' Day, celebrate as many days as you can if you are blessed with the like-minded company. But in case, you aren't, visit malls in the city, where almost everyday is a special occasion. Shop, splurge, dine, relax, retreat here and other than these play, participate and party at the various promotional events. "You never know, you might get lucky by winning an LCD TV or a trip abroad but even if you don't, just enjoy the quality time watching others perform at the events," says Mahim Singh, chief manager, DLF City Centre.

The one-stop destination has now more to it then the usual attributes; the fun activities are a hit among people and malls too are benefiting from them. As Mahim further asserts, "The game shows or contests are an initiative to lure people to spend more time in the mall. We term these as BTL, Below The Line services as they aid us coming in direct contact with the customers and let us have their honest feedback." The mall holds such events on all the festivals and a few more every month. The latest was the shopping campaign that was held last month; "We ran the campaign for 16 days during which gifts were assured to people who shopped for a certain amount from the mall." And some did walk away with an SOTC trip to Malaysia and LCD TVs.

Impetus to footfall and sales was provided by the Basakhi celebrations held earlier in this year. "We organised a game show, treasure hunt, the winners of which won diamond rings," adds Mahim. Also bhangra, giddha and gatka were performed keeping in mind the flavour of the season.

Sector-17 might still be the favourite haunt for shopoholics, however, malls too are catching on popularity for the various facilities they offer. "Game shows and contests are add-ons to the entertainment and recreation people seek here. In turn, they helps increase sales and makes malls abuzz with activity," informs Chaman Sharma, assistant manager, mall marketing, Fun Republic. "So, we have Kids Carnival, the most popular event of the year organised here that enjoys participation from more than 100 kids. This year, the 10- day-carnival was held in June." Chaman lets us know more, "Kids enthusiastically participate in various activities like tattoo making, drawing, rangoli, fancy dress and the winners are awarded. All the competitions are held in two age groups, one to six and seven to 14. During the carnival, the footfall almost doubles than on usual days." Lots of contests are held on Valentine's Day and Friendship's Day also every year.

On Diwali, chocolates are distributed and Lohri is celebrated by lighting up an artificial bonfire in Centra Mall. Mukul Tyagi, marketing executive, Uppal Group, says, "These efforts help us interact with customers and know if they have any complaints or what more should be done to make their visit worthwhile." Besides mall authorities, the corporate sector also organises a numerous such events in the malls. "The fun games help them directly promote their product and reach out to a large number of people under one roof. Though indirectly, it boosts the footfall and business and thus is a win-win proposition." So, everyone's welcome!

ashima@tribunemail.com

Celebrated designer Tarun Tahiliani launched the first of the annual 'Tarun Tahiliani Couture Exposition' in the Capital recently to kickstart the bridal season and showcase new trends.

Certain energies are irrepressible and the Indian zest for color, drape and luxury only manifests itself in fine couture collections. This exposition therefore brought to the fore a unique Iheritage styled in a modern way. The series of tableaux represent the peaks of Indian celebration, which are looked upon in awe the world over. So, we meander from the 'puja' into a multimedia sangeet and a Mughal Garden etc!

The Couture Exposition commenced with a cocktail night. A flamboyant range of colorful cocktails with fine wines added to the bright ambience. The evening witnessed the presence of top socialites from Delhi's social circuit such as Bindu Vadhera, Priya and Shireen Paul, Chetan Seth, Anil and Cheena Wig, AD Singh, Ameeta Seth, Aparna Bedi, Tanisha and Robbie Mohan, Priya Chatwal, Sanjay Kapoor, Ambika Pillai, Shivani Wazir Pasrich, Sanjay and Sheena Sharma, Thenny Meija, Rohit Chawla, Lakshmi Rana, Flauer Xavier and designers like Rohit Bal, Shantanu & Nikhil Mehra, Sumeet and Geetanjali Nair, to name a few.

Speaking on his visionary initiative, Tarun Tahiliani said, "Across all cultures, the occasion of a wedding is important and especially more so in India. Through this exposition we are trying to highlight the effort that goes into adorning the bride and groom, so that this milestone in their lives becomes one of beauty, elegance and pride."

Enthusiastic about Tarun Tahiliani raising Indian bridal fashion to a new level, Sanjay Sharma, country manager, CRYSTALLIZEDTM - Swarovski Elements, said, "The dazzling results of this creative collaboration provides a panoramic view of the traditional marriage with a modern crystallised edge. We would like to congratulate Tarun on this visionary initiative where all this magnificence is accessible to the Indian bride in the most avant garde yet traditional avatar."

A special collection of spectacular jewels and accessories designed by Tarun Tahiliani and made with CRYSTALLIZEDTM - Swarovski Elements especially for the Indian bride was also exhibited there.

Former beauty queen Dia Mirza says that she had worked very hard at the gym and trained with action director Tinu Verma to prepare for the role in the upcoming Bollywood thriller Acid Factory. She got candid with the media along with opther cast members in Mumbai on Tuesday evening. The film has been produced under the banner of ' White feather films' and is directed by Supran.

"I get physically fit because the character demands a lot of strength. It was important for me to stand against the boys with them," said Mirza.

The film is extensively shot in Ramoji Rao Studio in Hyderabad and will hit the theatres very soon. — ANI

The Indian footwear market has recently seen a demand shift from low-priced footwear to medium and high-priced products. But the huge potential that this development creates is as yet largely untapped. The growing aspiration to look trendy but comfortable has increased the demand for footwear having international high-fashion brands in Punjab.

And for the brands, it is an opportunity to provide the Punjabi consumer with products that have a classic elegance - tasteful luxury, enduring quality and fine imprint of craftsmanship.

Jimmy Choo, Pavers England, GUCCI, Moschino - just to name a few, the global luxury brands in footwear have already entered the Indian market.

Till a few years ago, buying a foreign footwear brand would require a trip abroad, a gift from overseas friends/family or at the most an online purchase.

But it changed with the permission for 51 per cent Foreign Direct Investment (FDI) in single-brand outlet in early 2006 that allowed foreign footwear brands to enter India.

The affluent customers in India today have a wider choice in buying stylish and comfortable shoes.

"There is a huge potential I would rather see. People are willing to shell out money for a good product. They need styling. They need comfort and if that comes for a price. Why not! At Shoe Tree we are selling at somewhat around Rs 12,500 a shoe of Lacoste and it's selling. There is a very huge potential provided the shoe should be very comfortable and stylish in that matter," said Hitesh Aneja, Brand Head, Shoe tree.

People in the Indian middle class today have more money to spend on quality and designer footwear, and the working class too wants comfortable, durable and trendy shoes that they can wear to workplace. They are now more brand-conscious then before. "There would be 2-3 main reasons. First would be definitely the comfort level. You can find out shoes for Rs 1000 to Rs 1500, but they are not much comfortable and I feel that the leather shoes of these big brands have longer life and longer shine. I am looking for some Italian brand shoes and definitely they give good comfort like sport shoes. In leather shoes, you find comfort in these brands only," said Bhupender Jeet, an employee with a Multi National Company from Ludhiana.

"We get quality shoes by paying more. So that's not a concern. The branded sandals are more comfortable. And comfort can't be compared with the cost. Cheap quality shoes are not durable where as branded footwear is long-lasting," said Manjula, a local resident of Chandigarh.

Shoes, say lifestyle pundits, are second only to clothes in terms of importance and styles mostly Western. No surprise that Moreschi of Italy, Bali and Rosetti of Switzerland or Merrell of the U.S, all are willing to come to India. — ANI

Fashion designer Stella McCartney has urged Hollywood wildchild Lindsay Lohan to stop wearing fur. The Mean Girls star has been snapped wearing animal pelts and leather on numerous occasions and McCartney, daughter of Beatles legend Paul and his late wife Linda, has asked the singer-actress to quit fur, reports buzzhollywood.com

"Lindsay wears a lot of Stella's designs and she doesn't want to be associated with a high-profile star who insists on wearing animal products," said a source.

A spokeswoman for McCartney added: "She never uses fur and encourages everyone to opt for a vegetarian lifestyle."

Stella McCartney is a strict vegetarian and a supporter of People for the Ethical Treatment of Animals (PETA), who have also contacted Lohan earlier for the same reasons.

In a bizarre incident last year, unknown campaigners in Paris, France, even threw flour over her in protest at a fur coat she was sporting. — IANS

Is too much too good, or is it an invitation for tragedy waiting to happen? Now, that depends on what context the question is being asked? So, here’s the explanation. Srinagar burnt for two days on the death of Asrar Mushtaq, a young student who was murdered brutally by his own friends, reason- he fell in love with a girl online, inviting envy from his friend. Does that remind you of Adnan Patrawala— 16-year-old victim of social networking death trap who’s Orkut-death initiated the whole cyber crime debate. Over eight million people become Facebook users everyday, include 2 million Indian users in that. There has been a 42 per cent rise in cyber crimes like hacking, e-commerce fraud, obscenity and mostly Internet crimes against teenagers. And so the question comes again-is too much too good?

We may boast about being the Orkut generation, or emphasise how techno-fashionable we are through the social networking portals, but cannot rule out the risks of being ‘connected’. And while we happily live out our online fantasy, there is a generation who feels helpless and lives in constant fear, thanks to social networking. We are talking about the parents of young online users. One of the Facebook friends of Asrar had posted on her account after his death, “Kill the killers of Asrar. My friends, I won’t be available on Facebook now. I’m all in tears”. Asrar incident has the parent brigade alarmed but armed as well.

“Social networking is like an epidemic that has gripped youngsters. So an outright ‘no’ from the parent might make things worse. I remember how my daughter felt complexed for not having Internet at home. But sometimes you can’t stop them from doing certain things. So, I make sure to keep a track of what they are doing online. By talking to them, discussing incidents and telling them to be careful,” says Amita Arora, a mother of two adults from the city. Keeping an eye doesn’t mean scolding sessions or outright arguments, but being involved with them. “I tell my daughter not to put her pictures on her online accounts. Though these incidents keep the kids aware enough, but you have to warn them every now and then,’ she adds.

She believes that parents do feel helpless some times, but she adds, “Internet is a free world, so you have to apply rules from outside. That’s where parents come into the picture.” Another such mother who works on setting example for her kids is Opinder Sekhon. With two grown up kids, a daughter who just joined college and a son who studies in Class X, she doesn’t keep any loose ends. “The most effective way to check your kids’ online activity is to keep yourself updated. Many of my friends and relatives are on Orkut and they keep on inviting me to join as well. But I decline its use and tell my children to do the same. They don’t need social networking to stay connected. There are other safe options as well,” she says. Her son, Imranjot Sekhon agrees, “All my friends are addicted to Orkut or Facebook, but I keep a distance.” Obedience that saves the day we say!

One of the main concerns that social networking brings is that of virtual love conquests. While young love seekers may search for their true love online, the risks of falling prey to some criminal mind is at it’s highest. The conundrum act as a double-edged sword as online dating ends up risking your life. “Social networking is impersonating. Creating false identities and hate gangs on net is easy. So, a watch is necessary. Whenever my 15-year-old son is using his Facebook account, I make sure to be around. I also have his passwords to keep a check on the activities he is involved in online,” says Shweta Maggu, a homemaker and an informed mother from Panchkula. But she does add, “This whole thing of trying to supervise young people nowadays is very difficult because they have a mind of their own and they do manipulate their parents in such a way that it’s difficult to police them. You have to give them freedom and hope that they use it responsibly.”

lifestyle@tribunemail.com

Dreams are like stars, if you follow them you can touch your destiny. Exactly. Actor Romeo, who makes his debut in Kissan vouch for it. In fact, this Deejay chased every star that guided him to tinselville, and now he ready to sparkle. "You got to believe in every action that you take. Good wishes from family and friends guided me through my journey," feels Romeo, who also stars in Arbaaz Khan's under production Dabangg. "Somewhere I see Napoleon, my Golden Retriever's wishes in this too." Over to the pet lover for more…

We have heard phrases like art for cause, born an artist or exploring the artist in oneself, art as creative outlet or just a pastime. But here's a new one, art by chance. Or, to be precise art and therapeutics.

"Five years back I was diagnosed with Celiac disease or wheat allergy. So, I took up painting therapeutically. But gradually it developed into a passion," says Meera Ahuja, an artist who turned painting into a virtual therapy for her affliction. Holding a first exhibition of her compilation of paintings, Kaleidoscope of life at Indradhanush Auditorium-5, Panchkula, the lady is all about learning and growing with it.

The 90 paintings on display are an example of that, with a wide range of themes like portraits, landscapes, religious symbols, flowers, women captured on canvas, hand-made sheets, and what not.

"My work represents anything that fascinates me. A lot of my work has nature and traditional elements. After this, I am planning a series depicting the rural culture of Harayana," she says. The former government employee, instead of sinking into depression, took up paint and brush. She wants to bring out various hues of Haryana on canvas. "As a state, Haryana needs a cultural literature. I want to paint the panchayats, the rural sports, music, and weaving arts of Haryana." She wants to graduate to the urban realities through her art. To her, painting is a learning process that will continue as long as she lives. "I have a lot more to achieve and lot more to learn. I get inspired by artists like J.P. Singhal, Raja Ravi Varma and read about impressionist artists world over. I want to empathise with them through my paints and brush." — TNS

On till July 23