Mumbai: Airline IndiGo recently collaborated with National Geographic India to bring forth #nofilter by IndiGo. This platform aims to blend travel and photography.
Over 90,000 photographers participated in the community-building venture. There was a reality TV showdown that consisted of four episodes. This platform aimed to help photographers across the category showcase their talent.
27-year-old Harsh Kharwar won. The judges were filmmaker Imtiaz Ali and photographer Raghu Rai.
Unveiling the Impact: The reality TV show gathered over 600K views on National Geographic and Hotstar.
The campaign reached 11.8 million people on Meta, showcasing its widespread influence. Meta impressions were 37 million, with a click-through rate of 0.18%. YouTube saw a view rate of 21.14%.
Neetan Chopra, Chief Digital, and Information Officer of IndiGo said, “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, Head – Content, Disney+ Hotstar & HSM Entertainment Network, Disney Star said, “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 said, “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.”
