When time came to promote his second book Meatspace, novelist Nikesh Shukla together with graphic artist Nick Hearne, sent a tandoori lambchop 82,000 feet up in the air. What can I say other than great marketing!

When novelist Nikesh Shukla, who lives in Bristol, England, was tasked with promoting Meatspace, his second book, someone came up with the bright idea of taking the title literally. He and graphic artist Nick Hearne got a sizzling tandoori-cooked chop right off the pass at Tayyabs, an East London Punjabi restaurant where the grilled lamb happens to be a signature dish, then they drove it 119 miles to the Cotswolds, where it was affixed to an enormous helium balloon rigged with GPS and a camera and was launched into the stratosphere.