The Jungle Book, reinvented

3rd March 2016

Oi has reinvented the cover design of The Jungle Book as part of an ongoing marketing campaign for Taj Hotels Resorts and Palaces in London.

Featuring a progressive cover designed by Oi’s Creative Director, Ben Clarke, it depicts the royal tiger, India’s national symbol and protagonist of The Jungle Book. Designed with the hotel’s brand colours of gold and teal skillfully, the cover captures Shere Khan’s face, drawing the reader into this captivating story.

2016 will see the launch of the reinvented Jungle Book in continuation of the celebration of the 150th anniversary of Rudyard Kipling’s birth. Two live-action movie adaptations of Rudyard Kipling’s iconic classic are also launched in 2016, marking 50 years since the Royal Film Performance™ première of the seminal wildlife conservation film Born Free.

‘There has never been a better time to celebrate English classics and commit to the conservation of big cats in the wild. Working in conjunction with MacMillan Books, these limited edition hardback copies of the Jungle Book with the reinvented cover have been produced. We feel privileged and proud to be involved with this initiative,’ said Peter Grange, Oi Chief Executive Officer.

Taj Hotels Resorts and Palaces in London will release the bespoke celebratory edition of The Jungle Book later this month while announcing a partnership with the Born Free Foundation, the international wildlife charity founded by Bill Travers MBE and Virginia McKenna OBE, devoted to compassionate conservation and animal welfare.

The Jungle Book limited edition hardback will be the second offering in the luxury hotels’ ‘English Classics, Reinvented‘ series, created by Oi, giving a new lease of life to literary classics by commissioning contemporary artists to reimagine covers of our best-loved books. The series was unveiled last year with the 150th-anniversary edition of Alice’s Adventures in Wonderland at Taj 51 Buckingham Gate Suites and Residences, whilst hosting the preview reception of the Tata sponsored Hay Festival, one of UK’s largest literature gatherings.

Taj Safaris, together with Greaves India, will be announcing a series of carefully crafted wildlife luxury safaris offering guests the unique opportunity to see tigers in the wild and live their very own Jungle Book journey, guided by a Born Free wildlife expert.

‘Inspired by the indomitable spirit of the tiger, we are proud to renew our commitment to pioneering with purpose. We are delighted to be partnering with the Born Free Foundation to help protect threatened species and keep wildlife in the wild,’ said Siddhartha Butalia, Director of Marketing, Taj Hotels Resorts and Palaces.

The VIP launch event of the reinvented Jungle Book at St. James’ Court, A Taj Hotel, London will see royalty and dignitaries, wildlife experts and conservationists, literati and celebrities alike come together in support of tiger conservation. The event will also showcase the magnificent Shere Khan diamond necklace designed by renowned jeweller Catherine Best, last valued at over a quarter-million pounds and scheduled to be auctioned later in the year to raise funds for the charity.

Acknowledging the partnership, Adam M Roberts, CEO, Born Free Foundation said ‘Today, it is estimated that as few as 3,000 tigers remain in the wild. The Born Free Foundation is determined to save tigers from extinction through conservation and rescue work in India and we are delighted to join forces with the Taj in enhancing this commitment.’

The Taj hotels in London are also introducing a host of initiatives to support the charity, including enhancements to the Kids@Taj programme, which will be Jungle-book-fantastic with cuddly toy tigers, themed colouring books and menus featuring curated delights from Baloo’s Canela Waffles and Akela’s Cheesy flatbread to the Bandar Log’s King of the Swing Banana Split. Tiger and other endangered species’ adoption packs will also be sold through the luxury hotel’s boutique. Adult guests have not been forgotten, with new themed menus featuring delectable delights like Mowgli’s Vegetable Biryani, Kaa’s Chicken Skewers with lemongrass marinate and Shere Khan’s Pulled Pork, as well as Jungle Book private event themes in the banqueting suites. While helping raise awareness about threatened species worldwide, proceeds from the sale of the books and menus will go towards Born Free’s tiger conservation work in India.

Taj Hotels Resorts and Palaces, one of Asia’s finest luxury hotel chains took management and marketing control of the former Crowne Plaza London – St. James, a franchise of the Intercontinental Hotel Group, rebranding the hotel as St. James’ Court, A Taj Hotel, part of the Taj’s deluxe luxury brand. Taj restored the property, consisting of five Victorian Townhouses rich in history and heritage, overlooking the world’s longest Shakespearean sylvan courtyard, and repositioned the property as ‘An English Classic, Reinvented’.

An integrated marketing campaign by Oi ran throughout 2015, with a thematic plan designed to amplify the ‘English Classic, Reinvented’ concept across all consumer touchpoints, from advertising, marketing collateral and PR to events, food and beverage offerings and strategic brand partnerships.

The Born Free Foundation

The Born Free Foundation is a dynamic international wildlife charity, devoted to compassionate conservation and animal welfare. Born Free takes action worldwide to protect threatened species and stop individual animal suffering. Born Free believes wildlife belongs in the wild and works to phase-out zoos. Born Free protects lions, elephants, tigers, gorillas, wolves, polar bears, dolphins, marine turtles and many more species in their natural habitat, working with local communities to help people and wildlife live together without conflict. Every year, Born Free helps hundreds of thousands of animals worldwide.

Greaves India

As one of the leading, award-winning specialists to the Subcontinent, Greaves India will carefully plan the perfect tour to suit your interests. With over three decades of experience and a host of specialist guides, naturalists, personal shoppers, architectural tours, spa retreats and culinary tours on offer, Greaves India’s bespoke services introduce you to the exotic subcontinent in style.