Speaking about his book, Rajev Paul said: "I have been writing for the past 10 to 15 years, apart from acting. I have associated with 3rd Rock Entertainment on the basis of a personal contact; they are a very professional agency to work with. I have been going to schools and colleges personally to promote my book."

3rd Rock Entertainment will engage people through a digital platform and on-ground activities at Crosswords, Reliance Timeout and Reliance Landmark stores. These stores will hold contests and the contest winners will get a chance to meet Rajev Paul. The sponsors will also run the contests at their respective outlets.

The brands which have come on board for this event are VIP as the title sponsor, and associate sponsors are Gitanjali, Videocon, Maxwell Industries, Acolade Care Cosmetics, 1st Mumbai Properties.com and La Patio amongst others. The sponsors will benefit through the visibility they receive through logo presence on a full page ad in Mid Day, press releases and brand presence at all Crossword and other stores through standees and posters.

Speaking about the VIP as the title sponsor, Prashant Shirsat, Founder, 3rd Rock Entertainment said: "The reason why VIP came on board to promote the launch is that Kapil Phatare, Director, Maxwell Industries, is an author too and will be launching his book soon."

The launch will witness a mushaira performance, a poetic symposium in which traditional ghazals will be performed by the guest of honour Juhi Chawla, who will unveil the book, television artists, playback singers and music directors, who will be attending this event. Other people present at the launch will include celebrities like Shaan, Talat Aziz , Poonam Dhillon, Zyad Khan, Mimoo Chatraborty, Nandish Sandhu , and Rashmi Desai; and members of corporate including Anirudh Dhoot, Director, Videocon; Ashoo Sethi, COO, MTS Group; Salil Chaturvedi, Director, Provogue; and Mehul Choksi, Chairman and MD, Gitanjali Group. Around 350 people are expected to attend the event.