afaqs!

Business Standard goes to B-schools

By Devesh Gupta , afaqs!, New Delhi | In Advertising | November 27, 2013
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The English business newspaper has taken The Strategist Quiz to more than 200 B-schools.

English business newspaper Business Standard has taken its newspaper quiz, The Strategist Quiz, to more than 200 B-schools across the country. The contest that began a few weeks ago is now in its final stages. The finals for the western region will be held on December 7 at the International Convention Hall at BSE Institute in Mumbai, following which the other finals will be held in Delhi, Kolkata and Chennai.

Business Standard on ground activity

S Arun Natesh

Speaking on the idea, S Arun Natesh, head, marketing, Business Standard, says, "The idea is to engage with our readers. We have had feedback from readers who respond to The Strategist Quiz saying that it will be interesting to have a ground event. While there are two well known business quiz competitions in the country, they are corporate focussed. The Business Standard Quiz strives to be different by providing a platform where B-school students compete with those in industry and hopefully, learn."

He adds that the thrill and joy of competing in a live environment is something that can't be described.

Victorinox, a watch brand, Vels University, Chennai and Bombay Stock Exchange Institute has partnered with the contest.

For the last couple of years, the newspaper has been engaging only with B-school students in their campuses.

On print, The Strategist Quiz has been around for more than a decade.

To add spice, the competition at the regional level will be open to corporate employees as well. The quiz master for the Business Standard Quiz will be Gaurav Sri Krishna, who also contributes to The Strategist Quiz and has also authored a quiz book published by Business Standard.

The quiz competition will see an elimination round which will be a pen and paper test followed by the semi finals and finals. The top three winners in each region shall receive attractive prizes.

Natesh says, "People consume the brand. Quizzing, from a marketing perspective, helps portray a certain cerebral image which, in this case, is a direct fit with the Business Standard brand. So, the activation effort and the consequent image rub-off will have an impact on our digital presence as much as it does for the newspaper."

He further adds that Brand Equity Quiz is the only other business newspaper-led quiz event on ground and there is a need to offer more opportunities for quizzing enthusiasts.

Business Standard is published from 12 centres including Mumbai, New Delhi, Kolkata, Bengaluru, Chennai, Ahmedabad, Hyderabad, Chandigarh, Lucknow, Pune, Kochi and Bhubaneswar. As per the IRS Q4 data, it reaches 1,66,000 readers daily.

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