Sharjah is a thriving cultural hub in the region, which I feel is a must-visit destination for enthusiasts of Arts. Besides being actively involved in supporting cultural movement across the region, the emirate has a distinct identity of its own on the world canvas (“Paris connects with Sharjah’s powerful drive ‘Into Books’, Aug. 22, Gulf Today).

It is pleasure for ardent book lovers to know that the Sharjah Book Authority has embarked on a very ambitious mission of promoting literature across the globe. The visibility of the global cultural campaign, ‘If you’re into something, you’re into books’ along the picturesque tree-lined avenues of Champs Elysees Avenue in the French capital, Paris would go a long way in not only evoking interest in literature among the French but also highlight the emirate’s cultural vision.

The article states that the campaign ‘Into Books’ unveiled across several Arab and international cities in multiple audio-visual and print formats, sends out a powerful universal message that whatever be it that triggers one’s interests or passions, there is a book out there to fuel their curiosity. It is indeed a visionary outlook towards literature, especially the written word.

The campaign is billed as the largest of its kind in the region and internationally, aimed at reinforcing the life-affirming and life-changing relationship between an individual and the written word. And as part of its biggest-ever global campaign, the SBA is offering discounts of up to 50 per cent on books through its collaboration with major e-commerce stores. It’s time to grab a deal, I guess. The SBA needs to be praised for the novel campaign. Nothing like a good book.

Sharmila Dasgupta — By email