Handled by Contract Advertising and Carat Media Services, the generic campaign for BBC's 24-hours, international news and information television channel introduces a re-defined channel proposition--``Knowing is Everything''. ``This is intended to build on the brand's existing credibility and the channel's heritage in news and current affairs journalism,'' according to a BBC spokesperson. The advertisements feature storyboards such as an octogenarian woman speaking eloquently about motor-bikes, a catwalk model reflecting on the Kosovo issue and a young urban professional discussing medicine.

The campaign has been released in tandem with programme-specific creatives that appears in the daily broadsheets in six metros: Mumbai, Delhi, Bangalore, Calcutta, Hyderabad and Chennai.BBC World's new agenda for India includes developing a dedicated marketing strategy. Already, it has set up a new Airtime Sales Office in Mumbai, Delhi and Bangalore.

BBC World has a reach of 150 million homes around the world. In India its distribution is put at over 8.5 million homes. According to the company spokesperson, BBC World's cable homes include the highest proportion of A/B class homes.