BBC Knowledge launches brand campaign that speaks directly to parents

11 Jun,2012

By A Correspondent


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 focus 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 ,” said Ayesha Bedi, Creative Group Head, DDB Mudra Group.


Soela Joshi, brand publisher, BBC Knowledge said: “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, we are opening doors for their kids too. ”


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One response to “BBC Knowledge launches brand campaign that speaks directly to parents”

  1. Highly impressive and a great initiative by BBC. Studies and knowledge has no boundaries. A man can go on studying till he dies. But, it all depends on the beginning. Parents should not only know what is happening in their kids’ school/college, they should take an active interest in their studies/interests. Having bookish knowledge is not all of it, gaining extra knowledge and being involved in extra-curricular activities is also an essential in one’s growth. I came across an article on a teen named Shraddha Sharma from Dehradun. She sings songs and posts them online. She is a teen web sensation and is being termed as the Justin Bieber of India. She has also been roped in by renowned hair oil brand Hair and Care for their new TVC. It is very pleasant to see how at such a tender age, 16 to be precise, she has been able to carve out a niche for herself. Her parents have supported throughout and it is not that that she neglects her education in all this. She recently scored very good grades in her final exams. Kudos!