NEW DELHI: National Geographic Channel has signed on Leo Burnett for communication work on the reality show Mission Everest. This comes on the heels of a hotly contested pitch between four agencies.

Commenting on the development, NGC's senior VP (content and communication) Dilshad Master says, "We decided to partner with Leo Burnett on this particular project as their proposition showed good understanding of our strategy. And apart from innovative thinking, their ability to work on this campaign across mediums was outstanding".

The Everest initiative marks a first for NGC in terms of creating local programming that specifically targets the Indian viewer and for this it has also tied up with The Indian Army. This is a part of the channel's ongoing effort at broad basing its appeal and making the channel experiential and interactive.

This entire Everest initiative - from Everest Se Takkar - the challenge to take part in the selections to the final trek with the Indian Army, is being filmed by the channel and will be put on air in the form of the above mentioned reality show..