Billed as a "spectacular" quiz show, BBC's University Challenge quiz show - based on the UK's most popular and one of the longest running quiz show formats in the world - comes to India in search of the best talent from the country's top universities and colleges.

Hosted by India's favourite quizmaster Siddhartha Basu, the programme premiered on BBC World on 7 August 2003 and is telecast every Thursday at 10 pm, with a repeat on Sundays at 10 am.

A press release says that BBC World has charted a 360-degree marketing approach to promote University Challenge with a mix of marketing tools such as radio promotions and contests; online promotion on Yahoo.com; print advertisements; SMS, on-ground and outdoor campaign. The show producers claim to have received a tremendous response through the SMS and online contests.

As a part of the on-ground initiatives, between 25 August and 29 August, the University Challenge road show will visit several colleges in Delhi such as St. Stephen's College, The Hindu College, Sri Ram College of Commerce, Lady Sri Ram College, Jesus and Mary College amongst others. The other prominent colleges that will be visited as part of the road shows are: Hansraj College, Kirorimal College, Miranda House, Sri Venketaswara College and Daulat Ram College.

The release says that the road shows feature lots of questions and instant prizes; and a special contest where two lucky winners out of all the winners of the road shows get an opportunity to interact with Siddhartha Basu over dinner.

Sponsored by Samsung Sound, the University Challenge quiz covers the gamut of sports, theatre, technology, industries, film, music, dance, science and medicine, television, advertising, art and literature, destinations, cuisine and many other areas.