Top Story


Home >> Digital >> Article

BBC World gains impressive online response to University Challenge Quiz

Font Size   16
BBC World gains impressive online response to University Challenge Quiz

An online and SMS promotional campaign for the second series of BBC World’s University Challenge Quiz has seen participants answering more than 6.5 million questions in just six weeks – three times the number recorded during the whole of last year’s inaugural campaign.

So far more than 1,50,000 people have taken part in the contest – more than twice as many in 2003 and there are still a few days left to go. The competitions, hosted by Yahoo! India, offer participants the chance to win a grand prize of a trip for two to the famous BBC Television Centre studios in London as well as camera mobile phones and BBC World merchandise.

Based on a popular British TV show that has been running since 1962, University Challenge is hosted by famed quizmaster Siddhartha Basu. To mark the beginning of the new series in August, Basu hosted special quiz contests across four metros where each city’s best team took on last year’s champions. The events drew an enthusiastic response with nearly 2,000 students from four cities gaining the chance to experience University Challenge live on stage.

Official said that the 360-degree marketing promotion plan for University Challenge has drawn larger audiences to BBC World with interactive promotions through on-ground, online and SMS platforms, complemented by radio promotions and print advertisements. Special quiz columns in association with prominent newspaper dailies such as The Telegraph in Kolkata and the Deccan Herald in Bangalore offered special weekly prizes to readers.

Seema Kotecha, Head – Marketing, BBC World, said, “Once again, the integrated approach to our marketing and PR activity has proved highly successful in bringing in a wider audience to the channel. With the younger generation increasingly using mobile and Internet technology, there is great potential for higher consumer engagement. This campaign has seen more interactivity than last year and we’re overwhelmed by the response”.

University Challenge, sponsored by Microsoft and Sumo Victa, would be aired on Thursday at 10 pm, with an additional appointment to view on Sundays at 10 am.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.