Released on = June 19, 2006, 12:44 am

Press Release Author = Ace Brandwidth Communications

Industry = Education

Press Release Summary = The mind game that tested more than 1.5 lac students and the
best of schools in Indian towns last year is back, with even more rigorous
vocabulary testing parameters fused into the avant-garde, yet educational contest.

Press Release Body =

Cast the right spell-ing, to be a winner

The Mother Dairy Spell- Vocab CHALLENGER 2006 ready to take off

New Delhi June 2006: The mind game that tested more than 1.5 lac students and the
best of schools in Indian towns last year is back, with even more rigorous
vocabulary testing parameters fused into the avant-garde, yet educational contest.
The Mother Dairy Spell - Vocab Challenger will begin from the first week of July
2006 in Delhi followed by other nine metros. The unique contest for students of
Classes VIII, IX & X has now expanded its dimensions, as this year they have opened
the doors for students from V to VII as well to participate in the challenging
contest. And it is expected that about 2 lac contestants will take part as compared
to1.5 lac last year.

The Mother Dairy Spell- Vocab Challenger was introduced in Delhi in the year 2003
and is held annually. The Challenger has been growing in proportion and popularity.
Testing the students across the nation for their vocabulary and spelling
proficiencies as well as other English language skills, the Challenger is a mentally
stimulating and healthy contest that has been incubated by Behind the Moon
Consultants (BTMC).

This year the Challenger involves nine Indian cities, including Delhi, Mumbai,
Bangalore, Hyderabad, Ahmedabad, Baroda, Jaipur, Chandigarh and Kolkata, with
students from renowned schools like The St. Michael's School, Manav Sthali, Ryan
International School, Delhi Public School, Auxilium Convent Higher Secondary, R N
Shah High School and Dadar Parsee Youth Assembly Higher Secondary to join the
mind-storming contest.

Mrs. Dolly Haryal, the Secretary General of the Secretariat, (the Secretariat is the
all powerful body that manages both the contents and social aspects of the
competition) along with Ms. Maitrayee Dey Sirkar, Project Head and a member of the
Secretariat will guide and manage the contest with their incalculable experience
gathered during the years as a teacher and an administration mentor.

Mother Dairy parented the contest last year with clear cut mission to spread health
awareness amongst the school going children. Considering the amount of participation
and popularity it received last year the brand Mother Dairy has decided to extend it
association with the contest, as it suits its product line and brand value.

Emphasizing on the contest Ms. Maitrayee Dey Sirkar project head said "BTMC has
been working at brand re-engineering and has been re-visiting visions of various
brands. Having done that for a while, it strongly felt a pressing desire to create
Brand Platforms that 'engage' the Target Audiences. The Challenger is one such
popular and healthy platform focusing on teenage school students that is inviting
great attention from many brands especially for those who value clean, healthy and
an intellectual association with their products. It is also an excellent entry
point to build bridges and image with youngsters with hopes of initiating long term
brand loyalty."

Creating Engaging Brand Platforms
BehindTheMoon has been working at brand re-engineering and has been re-visiting
visions of various brands. Having done that for a while, it strongly felt a pressing
desire to create Brand Platforms that 'engage' the Target Audiences. In order to
showcase it's ability in creating such platforms - BehindTheMoon has incubated a few
platforms of it's own. The SPELL-VOCAB CHALLENGER is one such platform. The
Challenger is a unique contest where the vocabulary and spelling proficiencies of
school-going kids put to test. REVERSE FLICK, involving sports persons with
corporates, is the other platform.

For further information, please contact: Ace Brandwidth Communications Kanav Vohra/
Rashmi,
9810650980/ 9818297945,acebrandwidthcomm@yahoo.co.in




Web Site = http://

Contact Details = Ace Brandwidth Communications Kanav Vohra/ Rashmi,
9810650980/ 9818297945,acebrandwidthcomm@yahoo.co.in