MUMBAI: This year, infotainment channel National Geographic (NGC), is setting its sights on connecting better with kids through an on ground initiative.

Nat Geo Junior Hunt is a quest to find India’s superkid who is curious, adventurous, articulate, energetic and smart, in short, an all rounder.

NGC has partnered with ICICI Pru Smart Kid and Lenovo for this innovative initiative, with more in the pipeline. The channel says that the endeavour aims to extend its children’s block Nat Geo Junior on-ground to provide an intelligent platform for kids to showcase their talent through a fun-filled, learning experience. 

Elaborating on the initiative NGC senior VP programming Joy Bhattacharjya said, "With Nat Geo Junior Hunt we are looking for the brightest, smartest and the coolest Indian kid who likes his books as much as sports, likes to learn and discover new things, is adventurous, out-going and ready to take on challenges.

"Nat Geo’s endeavour is to stimulate the intellect of our young audiences to ‘Think again’ and encourage them to learn more about the world they live in, while enjoying the experience."

NGC says that its kids block Nat Geo Junior which launched last year is proving to be popular amongst kids and is appreciated by both teachers as well as parents for its fun and educational format. The hunt will span across 10 cities, 380 reputed schools and will target approximately 364800 kids between 10 to 14 years of age.

NGC VP marketing Rajesh Sheshadri says, “National Geographic Channel is committed towards providing entertainment that makes our viewers think and learn more about the world they live in. In keeping with these values, Nat Geo Junior Hunt is an first of its kind, a school challenge programme that has been developed for a younger set of Nat Geo audiences.

“With Nat Geo Junior Hunt, the channel is opting for a 360 degree marketing approach which will be promoted on-air and off-air, and through an extensive media campaign.”

How the Hunt works: The selection process for the contest will begin at the school level, where kids will be shortlisted through an innovative 'Think again' test. This test will incorporate questions that will examine kids’ general aptitude and logical reasoning. Post the school selection, ten city finalists will be selected based on a broader spectrum of rounds like games, puzzles, debates and think out of the box ideas.

These city finalists will be run through a grueling set of tests in the setting of an adventure camp and only four out of these ten city finalists will make it to the national finals. The lucky four will be groomed before they host their own show on Nat Geo Junior. The winner will be decided by a panel of judges.

The channel will open a fund for the winner for his/her future studies. In addition, the Nat Geo Junior will get a chance to host Nat Geo Junior shows on the channel for three months and will also win a bouquet of prizes from the partners of the hunt.

This renewed synergy between the channel, viewer and advertiser through Nat Geo Junior Hunt will give the channel the opportunity to engage viewers more strongly and drive longer-term relationships and extended associations with key advertisers.