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Marketing to play a significant role for NGC’s ‘My Brilliant Brain’

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Marketing to play a significant role for NGC’s ‘My Brilliant Brain’

National Geographic Channel (NGC) will premiere its next big-ticket property, ‘My Brilliant Brain’, on December 10 at 10 pm. The eight-episode series will take the viewers inside the human mind to explore its incredible inner workings. This series aims to make viewers re-think the abilities of the human brain, as it looks at a group of remarkable people and poses questions about the origins of genius, including questions such as extraordinary abilities being genetic, developed or acquired by accident.

As part of the series, NGC will showcase a special Indian episode called ‘India’s Genuises’ that profiles four Indian geniuses – 10-year-old Siddharth Nagrajan from Hyderabad, who first played the dhol and gave a spell-binding 12-minute solo performance at the tender age of three; 12-year-old Nischal Narayanan, the youngest Indian to make it to the Guinness Book of World Records for memorising 225 random objects; 20-year-old Tathagata Avatar Tulsi, who is on the way to becoming Asia’s youngest Ph.D holder; and 26-year-old Raghav Sachar, who started playing musical instruments at the age of four and has so far mastered 24 instruments. Bollywood actor Konkona Sen Sharma will present this episode.

Speaking about the initiative, Nikhil Mirchandani, Managing Director, National Geographic Channel, South Asia, said, “The show is a very special initiative for us as it strongly communicates our philosophy of ‘Think again’. It is a celebration of the incredible powers of the human mind and we have extended it beyond the on-air showcase to include innovation on-line and on-ground activation to provide a wholesome experience to our viewers.”

According to Rajesh Sheshadri, Senior Vice President-Content and Communication, National Geographic Channel, India, ‘My Brilliant Brain’ had been lined up in the same India segment in which it had showcased ‘Mission Everest’ and ‘Mission Udaan’, a show that took viewers inside the Indian Air Force.

Presented by Bajaj Allianz, ‘My Briliant Brain’ is being extensively promoted on-air, on-ground, online and through print, outdoor, radio and SMS campaigns. The focus of the promotional activities is to stimulate the minds of viewers in an exciting and engaging format, with interactivity being the key. Besides extensive promotion on NGC, the series will be promoted extensively across a wide bouquet of channels, with special emphasis on the STAR Network.

In association with its on-ground partner Café Coffee Day, the channel has launched a contest at the latter’s 250 outlets across 40 cities. Viewers can visit Café Coffee Day to have fun with their mind, test their genius quotient, and win prizes. The channel has also tied up with online gaming website to launch an interactive website,, as part of the promotion. This is packed with mind-games, brain-teasers, multi-players games where one can chat with other users while playing, blogs, ask the expert section, videos of the international and local geniuses featured in the series, and more. The highest scorer on the website stands a chance to win a trip for two to Washington DC to visit the National Geography Museum. Besides the grand prize, limited edition Nat Geo telescopes can be won every week on the website. Viewers can also SMS ‘Genius’ to 57827 to get mind puzzles and win Nat Geo goodies.

According to Sheshadri, “A significant amount of our marketing spends have gone into the online, radio and outdoor campaigns, with SMS being the key component of the promotion activities.”

In January 2008, the channel will launch a five-week show ‘Best of 2007’, which will showcase the best of investigative, innovative, human feats, adventurous and wildlife programming that were aired during 2007.


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