IDEA: Thank the person who introduced you to the joy of reading, by reading out to them from the first book they gave you.

Through an activation at bookstores, book-lovers were invited to read out from their first book and thank the person who first read to them. The video of the event inspired hundreds across the nation to upload their own ‘Thank you’ videos.

We gave people a similar experience online as well, through a unique microsite. Where a personalised animated 'Thank you' video was instantly created by filling in memories of the first time you read.

The response was overwhelming. The bookstore event inspired hundreds of people to upload their own videos thanking the ones who introduced them to the joy of reading.

We also had:

• 30,000+ views of the bookstore event

• International celebrity tweets

• 600+ user generated ‘Thank You’ videos from the JoyOfReading.in

Giving the world a refreshing reminder to pick up a book and once again experience the joy of reading.