hen most special-interest channels such as Discovery and History Channel are focusing on India, National Geographic, has added a spin to the proceedings. It has associated itself with offline initiatives such as HDFC-Mission NASA, Makemytrip Adventure Zone and the Nat Geo Junior Hunt.

For the Mission NASA initiative, HDFC Standard Life Insurance offered a contest-linked children's insurance policy; a child and his family could thereby win a trip to NASA. Explaining the reasons for this promotion, Rajesh Seshadri, vice president, marketing, National Geographic says, "Mission NASA is about how we can bring in the assets of the National Geographic and add value to the consumer and the advertiser. HDFC took it to the consumer and gained a huge response." The contest ended in February.... more