More than 150,000 people have taken part so far, more than twice as many as in 2003, and there are still a few days left to run. The competitions, hosted by Yahoo! India, offer participants the chance to win a grand prize of a trip for two to the famous BBC Television Centre studios in London, as well as camera mobile phones and BBC World merchandise, informs an official release.

The 360-degree marketing promotion plan for University Challenge included interactive promotions through on-ground, online and SMS platforms, complemented by radio promotions and print advertisements. Special quiz columns in association with prominent newspaper dailies such as The Telegraph in Kolkata and the Deccan Herald in Bangalore offered special weekly prizes to readers.

BBC World marketing head Seema Kotecha says, "Once again, the integrated approach to our marketing and PR activity has proved highly successful in bringing in a wider audience to the channel. With the younger generation increasingly using mobile and Internet technology, there is great potential for higher consumer engagement. This campaign has seen more interactivity than last year and we're overwhelmed by the response."

BBC World telecasts University Challenge, sponsored by Microsoft and Sumo Victa, every Thursday at 10 pm with a repeat on Sundays at 10 am.