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How India’s highest-selling novelist thwarts his own ambitions

by Abhishek Choudhary Illustration: Mahati Sharma On August 5, soon after Chetan Bhagat announced the release of his sixth novel Half Girlfriend on Twitter and Facebook, his website carrying a “short video teaser” of the book crashed. The announcement was also almost immediately followed by a barrage of jokes on Twitter, many of which mocked the slightly misogynistic title of the novel. Turned out the announcement — as also the full front-page ad in The Times of India the same morning — was a well-thought out strategy by the e-commerce giant Flipkart, which has been insecure ever... 
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