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23/01/2008

Granada Brings Nat Geo-Genius To India

Granada International, part of ITV, has brokered a deal to bring a local version of the National Geographic hit quiz format Nat Geo-Genius to India.
The innovative deal sees an Indian version of Nat Geo-Genius sponsored by Lufthansa and placed on the National Geographic channel throughout the country. Granada International brought together advertising agency Group M, part of the global WPP Group, National Geographic and Indian producers Midditech who are producing the show.
The 13 episode, 30 minute show is hosted by actor and director Rajat Kapoor.
Hiren Pandit, Managing Partner – ESP, Group M Media India Ltd commented: “This is a very exciting new venture for us.
"Our client was looking for the optimum way to achieve exposure to the AB demographic throughout India. This “reverse approach” to sponsorship is a great one as we were able to apply exactly the right show to the brand as a perfect fit rather than simply sponsor a show.”
James Ross, Regional Director at Granada International, added: “We are very pleased to have concluded such a ground breaking deal within India. The result is a “win win” situation for all parties.
"Group M is satisfying its client’s requirements by offering Lufthansa an intelligent quiz show on which to hang its up-market brand and Nat Geo India is getting a locally produced, high quality series for its viewers to enjoy.
"We look forward to concluding further creative deals in other areas of the Asian region in the future," he said.
Nat Geo-Genius is a new quiz, which aims to find the person who knows the most about our planet. Using the earth as a race track, contestants will be challenged on their knowledge of the countries they pass through on a virtual expedition around the world.
The ultimate winner, the National Geo-Genius, will win an all expenses paid trip of a lifetime to the destination of their dreams.
(DS)

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