The campaign was created by TBWA Anthem, which won the BBC's creative and media accounts in a recent four-agency shootout.
TBWA vice-president, Benny Thomas, said: "Our task is to ensure the popularity of BBC World Service by creating a buzz to make it top-of-mind."
The campaign follows the BBC's signing of new distribution agreements with major radio operators, including slots on AIR FM, a division of state-owned Prasar Bharati's All India Radio. The BBC is also planning extensive promotions of its website - www.bbc.co.uk - one of the largest in Europe and the US. "The objective is to build an image of the site being a destination that offers a resource base of information as well as to increase traffic to the site," said Thomas.