The picturesque tree-lined avenues of Champs Elysees Avenue in the French capital, Paris, feature vibrant banners with the slogan of Sharjah Book Authority (SBA)’s recently launched global cultural campaign, ‘If you’re into something, you’re into books’.

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.

The campaign, which is the largest of its kind in the region and internationally, reinforces the life-affirming and life-changing relationship between an individual and the written word.

As part of its biggest-ever global campaign, SBA is offering discounts of up to 50 percent on books through its collaboration with major e-commerce stores. To avail the discount, individuals must scan the QR Code found on advertisements or visit https://sba.gov.ae/intobooks.