National Geographic Channel has signed on Leo Burnett for communication work on Mission Everest. This comes in the wake of a four-agency pitch. Speaking on the move, Dilshad Master, senior vice-president, content and communication, said, "We decided to partner with Leo Burnett on this particular project as their proposition showed good understanding of our strategy. Apart from innovative thinking, their ability to work on this campaign across media was outstanding." Adds Jayshree Sundar, executive director, Leo Burnett, "Leo Burnett, Delhi, is very excited at the prospect of partnering with one of the world's greatest brands in this very exciting project... one of the first reality shows in India."

The Everest initiative is the first time that National Geographic Channel is creating local programming that is focused on 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 broadbasing its appeal and making the channel experiential and interactive. "We are looking forward to scaling new heights with the Mission Everest project," says Rupam Borah, creative director, Leo Burnett.

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 aired as a reality show titled Mission Everest.