BBC Knowledge speaks directly to parents; launches new brand campaign

BBC Knowledge has launched a new campaign - ‘There’s no telling what knowledge can do’ directed at parents.  The crux of the campaign hinges on the fact that the magazine- with its pillars on Science, History and Nature gives the child a head start in today’s competitive world. It has been timed with the reopening of schools in major metros. 

 

This is the first BBC Knowledge campaign targeted at parents; the campaign will run across mainstream dailies, magazines, outdoors and digital. There will be dedicated parent-child contests run by the magazine for this campaign.

 

“The campaign, which is targeted at parents, reminds them that knowledge is the only edge they can give their kids. And that it’s not an option, but a prerequisite today, when it has become as important to outdo the competition as it has to outdo yourself ” says Ayesha Bedi, Creative Group Head, DDB Mudra Group.

             

Soela Joshi, Brand Publisher, BBC Knowledge says, “Marketing to parents is much more insight driven. Parents as central role models have the responsibility to bring knowledge into their children’s life. By targeting parents , opening doors for their kids too. ”

 

BBC Knowledge was brought to India by Worldwide Media.  It is a magazine for young inquisitive minds where well-researched, handpicked stories are matched with breath-taking pictures and graphics to cover history, science and nature. The first edition, launched in the United States in August 2008, was an instant success; the magazine was voted among the Top 10 newly-launched magazine’s of 2008 by Library Journal, USA. This magazine is also available in UK, Brazil, Singapore and Bulgaria. In India, it was launched last year and is available as a bi-monthly, is the only mainstream magazine targeted at young adults aged between 12 to 19 years.

 

The journey for BBC Knowledge has been an extremely eventful one through the past year and a half. The magazine launched in October 2010 was the first of its kind in the country, covering content from the fields of Nature, Science and History, specially put together to appeal to young adults. Since then the magazine has succeeded in creating a niche for itself in the market with a dedicated reader base.

 

In addition to reaching out to readers through on stands sales and regular subscriptions, BBC Knowledge also reaches out to the students of more than 2000 schools in 9 cities pan-India.