'Bajaj Allianz Discover India with Anupam Kher' brings Indians closer to India

• A unique quiz contest on India
• Quiz will be conducted by renowned actor and Padma Shri Anupam Kher
• 10 lakh children to take part in the quiz in phases

Bajaj Allianz announced a unique initiative ‘Bajaj Allianz Discover India with Anupam Kher’ - a quiz show that aims to increase the awareness and knowledge on India. The show will be hosted by the renowned and versatile actor, Padma Shri Anupam Kher and will be broadcast on Star Plus from 13th February 2011.

Over 36,500 children across 100 schools have participated in the first phase of the quiz show. In the second phase, 3.5 lakh students across 700 schools will be participating, which is to be completed by September 2011. Another 6 lakh students across 1200 schools will participate in the third phase to be completed by February 2012. ‘Bajaj Allianz Discover India with Anupam Kher’ will thus reach out to over 10 lakh children across the country.

Elaborating on this initiative, Akshay Mehrotra, Head-Marketing, Bajaj Allianz says “We always look for various formats to engage with our customers. ‘Bajaj Allianz Discover India with Anupam Kher’ is a unique and innovative way to encourage the future generation to unravel the rich heritage of India in a fun-filled learning format.”

Anupam Kher, actor and Padma Shri awardee said “We found that although Indian history, geography and culture are a part of the school curriculum, children often are unaware of basic facts about India. With ‘Bajaj Allianz Discover India with Anupam Kher’, we attempt to test and improve the knowledge on our country not only amongst youngsters, but across age groups through the quiz show.”

Format

‘Bajaj Allianz Discover India with Anupam Kher’ is in the format of a quiz show based on India comprising of multiple-choice questions on the culture, history and geography of India. The participants are evaluated on an individual basis on the number of correct answers and speed of response using a hi-tech Audience Response System (ARS).

Prize

The winner in each phase will be awarded Rs. 5 lakhs from Bajaj Allianz. The first runner-up stands to win Rs. 2 lakhs and Rs. 1 lakh for the second runner-up.

Selection process

The selection process for the quiz was held in 100 schools in 10 cities targeting over 36,500 students in the age group of 8 to 14 years. The students were given a set of 20 multiple-choice questions, which were to be responded to on the Audience Response System (ARS) device. The top two students from every school, who were selected on the basis of maximum correct answers and speed, competed in a City Quiz Round, followed by a Regional Quiz Round conducted in the North, East, West and South zones of India.

Commenting on the association, Anupam Vasudev, EVP Marketing and Communication, Star India Pvt Ltd. said, "We are very excited to partner with Bajaj Allianz for this show. Anupam Kher is a great host and his team has taken laudable efforts to handpick talented participants from different parts of the country. We believe that this show will not only entertain viewers but will also educate them."

‘Bajaj Allianz Discover India with Anupam Kher’ will be aired exclusively on Star Plus during prime TV viewing hours in the weekend. The show comprises of a series of 8 episodes starting from 13th February, every Sunday at 12 noon. The 8 episodes starting with Quarter final rounds culminate in a Finale on national television. The show format is a unique model and vouches for much viewer excitement.

About the Program

‘Bajaj Allianz Discover India with Anupam Kher’ is a joint effort weaved by Rubberband Infotainment Ventures Pvt. Ltd. and Anupam Kher Company where Bajaj Allianz has been a key enabler to bring this initiative to millions of young Indians.