IndiGo gives flight to photography oriented #nofilter campaign with Nat Geo India

IndiGo, an airline brand, recently collaborated with National  Geographic India to bring forth #nofilter by IndiGo, a platform that blends the realms  of travel and photography.

According to the brand’s release, over 90,000 photographers, hailing from diverse backgrounds and corners of the country,  participated in this community-building venture. This initiative became a reality TV showdown with judges being filmmaker Imtiaz Ali and photographer Raghu Rai. It was broadcast on National Geographic and Hotstar. 27-year-old Harsh Kharwar emerged as the winner.

Indigo reported that the reality TV show gathered over 600K views on National Geographic and Hotstar. The brand also said that the campaign reached 11.8 million people on Meta with its impressions at 37 million, with a click-through rate of 0.18%. According to the brand, YouTube had a view rate of 21.14%.

Neetan Chopra, Chief Digital, and Information Officer of IndiGo, expressed his enthusiasm, stating, "We are  thrilled with the success of #nofilter by IndiGo. This remarkable initiative has not only celebrated the  unbridled beauty of India, seen through the unique lenses of talented photographers hailing from every nook  and cranny of our vibrant nation, but it has also been an exhilarating journey. Our heartfelt gratitude goes  out to all those who participated and supported this extraordinary campaign. It goes beyond simply  showcasing India's diversity and opulence; it has harnessed the captivating power of photography to inspire, educate, and forge connections across the tapestry of life. Our hope is that this incredible voyage will  continue to shine a spotlight on India, a land of unparalleled depth and allure, beckoning both domestic and  international travellers to explore its wonders.”

Gaurav Banerjee, Content Head, Disney+ Hotstar and HSM Entertainment Network, Disney Star, emphasised  the importance of this collaboration, saying, "National Geographic has always held a very distinctive and  revered position in photography, inspiring audiences with iconic imagery since 1888. Through #nofilter,  IndiGo and National Geographic have not only captured the breathtaking beauty of India but have also  harnessed the transformative power of photography to create a visual narrative that transcends boundaries.  The 9 finalists have brought forth stories that resonate with the heart of India. This journey, chronicled  across the National Geographic platforms, is a celebration of the unfiltered essence of our culture,  landscapes, wildlife, and people. As we close this chapter, we congratulate all participants for contributing  to this extraordinary journey, inviting the world to witness India's boundless allure through the unfiltered  lens of passion and creativity.”  

Ali shared his thoughts saying, “As a filmmaker, I share a deep passion for  the camera, and I believe that photography is a powerful means of storytelling. I'm thrilled to witness these  talented photographers come together and compete with unfiltered creativity. Serving as a judge alongside  the prolific Raghu Rai, we shoulder the responsibility of handpicking the most exceptional shots. My  gratitude goes out to National Geographic and IndiGo for providing a platform that not only celebrates the  art of photography but also fosters the growth of emerging talent.”