Deshabhimani Aksharamuttam
Turning a quiz into a cultural celebration of knowledge.
The Challenge
India’s largest school quiz, Aksharamuttam had achieved impressive reach but limited recognition in Kerala. Its scale wasn’t translating into brand value for Deshabhimani or attracting sponsorships. The challenge was to reposition the quiz as a prestigious, aspirational platform for students, schools and brands, while retaining its academic rigour and credibility.
The Pop-Take
The campaign brought Aksharamuttam into widespread public attention and strengthened Deshabhimani’s image as a socially committed media house. The creative approach attracted reputed sponsors and resonated strongly with schools. With 16,000 schools and 45 lakh students participating, Aksharamuttam entered the Limca Book of Records as India’s largest quiz festival.
The Result
The campaign brought Aksharamuttam into widespread public attention and strengthened Deshabhimani’s image as a socially committed media house. The creative approach attracted reputed sponsors and resonated strongly with schools. With 16,000 schools and 45 lakh students participating, Aksharamuttam entered the Limca Book of Records as India’s largest quiz festival.
Awards:
