In Delhi, where there are many discount bookstores, the strategy that has helped Midland Bookshop maintain its popularity has been simple: be known as booksellers who love books. And while Midland's discount schemes take care of the competition, it wanted to increase its customer base by encouraging reading. This was done through a campaign that consisted of storybooks about people who have gone on to do great things after reading books. Now in its second year, the campaign aims to encourage reading amongst a wider audience of youth and adults.
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