MUMBAI: A business programme with a difference. For BBC World's new India-specific series profiling some unusual businesses in India - Business Bizarre - that is the message the promotional campaign focuses on.

This six-part series is telecast on BBC World on Tuesdays at 10 pm with additional appointments to view on Saturdays at 10 pm and Sundays at 12 noon.

The media campaign for the programmes covers the four metros (Delhi, Mumbai, Kolkata, Chennai) with a mix of outdoor and print advertisements. The outdoor campaigns will target viewers in Mumbai and Bangalore while the print ads will appear in The Economic Times and The Statesman to capture audiences in Delhi and Kolkata, an official release states.

The creatives of the ad campaign focus on a creating a desire to watch the programme using a management perspective. They explain the concept of the programme highlighting its uniqueness as a business programme with a difference.

Business Bizarre explores a range of unusual enterprises starting with the famous Tirumala temple at Tirupati. Among the other businesses to be profiled in this series are the Haldirams of Bikaner - the family-run sweet and snacks business that has become a household name in the country capturing 60 per cent market share in the "namkeen" business. Also featured will be a programme on the Dabbawallas of Mumbai - an innovative business that deals with the logistics of feeding over 150,000 office workers every day in the commercial capital of India. Another highlight in this series is the programme on the second largest employment sector in India - the Dastkar artisans. Next only to the agriculture sector, this voluntary organisation helps over 23 million artisans across India with design and financial assistance to commercialise their craft.

The programme about Sulabh Shauchalay, the public toilet management system employing over 15,000 people traces how it started as a tribute to Mahatma Gandhi on his 100th birth anniversary, and today earns over Rs 1,000 million in revenues.

The final programme of the series charts the phenomenal growth of Shri Mahila Gram Udyog's Lijjat Papad brand from a meagre initial investment of Rs 80 to a Rs 3,000-million enterprise run entirely by women.

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