Behind the Scenes of the Shantaram Mumbai Book Launch

Intern | IPAN (later acquired by Hill & Knowlton)
Oxford Bookstore, Churchgate, Mumbai
February 11, 2006

In February 2006, while still completing my B.Com (graduated 2007), I had the opportunity to support one of the most memorable literary events of my early career — the Mumbai launch of Shantaram by Gregory David Roberts at Oxford Bookstore.

At the time, I was interning at IPAN — an agency that would later be acquired by Hill & Knowlton as part of its India market expansion. As an intern, my role was supportive in nature, but foundational in shaping how I understood media relations and event execution from the ground up.

My Role

While I wasn’t leading the mandate, I was deeply involved in the moving parts that make a launch successful:

  • Following up with journalists and confirming media attendance
  • Coordinating press registrations at the venue
  • Distributing press kits during the event
  • Assisting with on-ground media queries and logistics
  • Post-event follow-ups for coverage and listings
  • Compiling and concluding the final media coverage report

It was my first real exposure to the discipline and persistence PR requires — the phone calls, the reminders, the relationship nurturing, and the meticulous documentation once coverage began appearing.

The Event

The launch took place at Oxford Bookstore in Churchgate, one of Mumbai’s most iconic literary venues at the time. Gregory David Roberts himself was present, engaging directly with the press and readers, answering questions about the novel’s journey, its connection to Mumbai, and the deeply personal experiences that shaped the story.

As an intern still in university, standing in that room — managing registrations, coordinating press kits, and observing author-media interactions — felt like witnessing the machinery of communications in motion.

(Insert image here: Photograph with Gregory David Roberts at the event.)

Media Presence & Public Impact

While specific archived press clippings from the February 11, 2006 Oxford Bookstore launch are not readily retrievable online today, Shantaram itself was already a global literary phenomenon at the time.

The novel had received international attention, including reviews in major publications such as The New York Times and The Washington Post, contributing to its strong international profile. The book appeared on bestseller lists and built a loyal readership in India and abroad.

Its cultural impact continued well beyond the launch, eventually leading to a television adaptation by Apple TV+ in 2022 — a testament to the enduring relevance and scale of the story.

Because specific press cuttings from 2006 aren’t available through public online archives, citing the broader media recognition of the book provides context for the scale of interest and press visibility surrounding its promotional events at the time. The momentum behind the title significantly amplified media turnout and coverage opportunities for the Mumbai launch.

Results

  • Successful media attendance at the launch event
  • Distribution of press materials to key Mumbai journalists
  • Post-event follow-ups resulting in media mentions and listings
  • Compilation of a comprehensive media report documenting coverage
  • Early hands-on experience in press coordination and reporting

Reflection

This experience marked the beginning of my career in communications. Though I was “just an intern,” it was here that I learned the discipline of follow-through, the importance of relationships with the press, and the behind-the-scenes orchestration that makes public moments feel seamless.

One year later, I graduated with my B.Com — carrying with me not just a degree, but real industry experience from a globally recognized literary launch.