Native Advertising Harness the Power of PW Sponsored by Disney-Hyperion 1M+ Magic, Myth, Social Media and Girl Power Followers Roshani Chokshi’s new middle grade novel based on Hindu mythology launches the Rick Riordan Presents imprint dolescence isn’t easy for any- trapped by something I probably of adventures but also because “Hindu 68K one, but for Aru Shah, who shouldn’t have said. But I never got pow- mythology has a lot of fluidity to it. For suddenly learns she’s part of ers or a lightning bolt.” example, one of the forms of the deity Print & Digital an epic story out of Hindu To write Aru’s story, she delved deeply Vishnu is as Mohini, the Enchantress. A Then there’s the famous Mahabharata mythology, being 12 years old is particu- into the stories she grew up hearing in her Readers larly challenging and wildly exciting. Aru bicultural Indian and Filipino household, character Shikhandi, who, in many stories, is the titular character of Chokshi’s is male but born female,” she says. effervescent fantasy adventure, Aru Chokshi is overwhelmingly Shah and the End of Time, the first of excited that her book is the first title four books in her planned Pandava in the Rick Riordan Presents pro- series and the launch title of the gram, which publishes middle grade Rick Riordan Presents imprint from fantasy stories from underrepre- Disney-Hyperion. sented cultures: “It feels like I guz- 1M In order to fit in at her posh mid- zled moonlight,” she says. “Rick’s dle school, Aru sometimes exagger- work has touched the hearts and ates the truth. She has plenty of sparked the imaginations of so many Monthly Online material at her fingertips: her mother curates the Museum of Readers Ancient Indian Art and Culture, a Mythology and treasure trove of archeological won- ders. After her classmates dare her fairy tales tell us to light an ancient lamp called a diya, she releases a dangerous how to interpret demonic entity, the Sleeper, who the world. They intends to unleash the Lord of Destruction. She also discovers that tell us what to 156K she is the reincarnation of one of the five sons of the Hindu god Pandu— care about. Newsletter and that the only way to save the — Roshani Chokshi world is to locate the other Pandava Subscribers brothers. Chokshi is the author of the young adult fantasies The Star kids that I’m still floored that Aru gets Touched Queen and A Crown of to launch the imprint.” Wishes, both of which also draw She applauds Riordan for his from Hindu myths and folklore. devotion to stories that weave in Chokshi counts the work of her con- Align yourmyths from brand various cultures: with PW’s respected temporaries Holly Black, Catherynne particularly those from the Mahabharata, “Mythology and fairy tales tell us how to Valente, and Laini Taylor as inspirations. one of the two foundational epic poems of interpret the world. They tell us what to Aru Shah and the End of Time represents ancient India. Chokshi noted thateditorial transla- care about.” voice Chokshi sees myths for as being a custom marketing a departure for Chokshi on two counts: tions and interpretations of the myths vary especially accessible to young readers it’s her first series title and her first foray from source to source, which presented because they not only involve magical into middle grade. In order to get into the challenges when adapting the materialcampaign for and fantastical elementsthat but authenticatesalso often your message headspace of her 12-year-old character, the story. Yet she believes that their open- have traditional coming-of-age themes. Chokshi stuck close to home: “I looked at ness to a degree of interpretation is part And she doesn’t see the focus on cultural my old yearbook, and died a thousand of their appeal. and engagesmyths as a passing trend: readers “I would call unlike any display ad. times in my imagination,” she says. She Chokshi decided to write the Pandava what we’re seeing more of a hunger. also admits that she used to be a lot like brothers as girls not only because she Readers are demanding to be seen, and Aru. “I was always lying and getting believes girls don’t always get theirOur share turnkeyauthors are responding program to that.” oers a full-page feature in print and online, sponsored posts in PW newsletters and sponsored social media posts. GET IN. STAND OUT..