In an ever-changing world of entertainment, vastly led with technological advancements, Pawan Soni, Vice President, and Head, Programming & Marketing, India at National Geographic is focused on doing what the brand does like no other – showcasing stories, ideas and people that take viewers further on a quest or a mission.
With the advent of modern technology, the industry continues to be transformed for consumers. Consumers are opting for multiple subscriptions to gain access to a varied range of content. However, to Pawan good ratings do not mean a job well done but is the impact that the story has left on the viewer. While the innovation is rooted in everything that National Geographic does, under Pawan’s leadership the 131-year-old brand is working to make every individual aware of their role in society and how we can collectively work towards a better tomorrow.
Focusing on this core proposition, Pawan Soni unveils 5 major focus points for National Geographic 2020, which are centered on education and exploration:
Purpose
‘Planet or Plastic?’ has been National Geographic’s multiyear effort to raise awareness about the global plastic trash, including the uncollected waste harming the marine life. Combining intellect and concern with technology, the brand has focused on empowering young change-makers to contribute to collective and authentic research on plastic pollution via Marine Debris Tracker app. With an intent to celebrate conservation and help people care more deeply towards sustainable living, the next year would also entail contributions for the cause in more empowering and impactful ways.
Storytelling
With a 131-year-old legacy in the craft of producing captivating and awe-inspiring content, National Geographic believes in the power of immersive storytelling by being thorough about facts and driving conversations around solutions. We will adopt a restless and relentless approach to throw light on the conservation work happening in the field of wildlife. The brand will also harness the power of storytelling to showcase its commitment for a better tomorrow by providing a platform for real, impactful and local stories around wildlife conservation and climate change on relevant days.
Influencer
Globally, National Geographic is the leading non celebrity brand on Instagram. We have a large community of photographers, wildlife enthusiasts and young explorers across our social platforms with whom we plan to engage more in the coming year. We have been collaborating with influencers who share our brand values and are driven to make a real change. Besides influencers, we plan to highlight stories of real people who are working towards bringing about change for the betterment of society. Through this, we hope to influence and inspire the young generation of the country towards making a positive change in their own lives.
Content
We have a rich content library containing highly acclaimed series and films such as Brain Games, Genius, The Cave and more recently, the Leonardo Di Caprio produced award winning documentary, Sea of Shadows. Underling its brand purpose of inspiring people by giving them unprecedented access to people and places, National Geographic will spotlight inspirational women through ‘Women of Impact’ line—up. Building on the importance of co-existing and exhibiting the emotions of the faunas around the world, 2020 will see increased focus on ‘National Geographic Wild’. While celebrating the wildlife conversation, we will display the uncharted visuals from the lesser explored regions in a captivating non-fiction entertainment format.
Driving Action
The world is at a critical turning point and it can change either to re-establish itself or perish. To keep the planet in balance and offer entertainment with purpose, we will leverage our massive outreach to inspire a better tomorrow. We believe that environmental stewardship is a joint responsibility and by educating people about the environmental issues we drive their participation, who can further work towards protecting the planet.
