IndiGo teams up with National Geographic for #nofilter photography community

Friday, February 2, 2024

IndiGo, the preferred airline in India, recently joined forces with National Geographic India to introduce #nofilter by IndiGo—a captivating platform seamlessly merging the worlds of travel and photography. The outcome of this collaboration proved to be remarkably successful, leaving an indelible mark on the nation’s creative landscape.

In a country teeming with photographic talent, the response to #nofilter surpassed expectations. Over 90,000 enthusiastic photographers, representing diverse backgrounds and corners of the country, actively participated in this innovative community-building endeavor. This surge of creativity set the stage for an exhilarating reality TV showdown, where the convergence of the lens and reality unfolded in a four-episode showcase. The platform served as a medium for passionate photographers across various categories to exhibit their skills.

Amidst this abundance of talent, 27-year-old Harsh Kharwar emerged as the victor, winning the hearts of judges Imtiaz Ali and the renowned photographer Raghu Rai. The impact, however, transcended the competition, resonating with a broader audience through its broadcast on National Geographic and Hotstar.

Revealing the Impact:

1. The reality TV show garnered over 600K views on National Geographic and Hotstar.
2. The campaign reached an impressive 11.8 million people on Meta, demonstrating its widespread influence.
3. Meta impressions surged to 37 million, accompanied by a noteworthy click-through rate of 0.18%.
4. YouTube showcased the visual spectacle, achieving an impressive view rate of 21.14%.

Being a part of the #nofilter community goes beyond winning a competition; it serves as a gateway to becoming the next photography luminary. IndiGo’s dedication to nurturing talent and providing opportunities for aspiring photographers is evident in the resounding success of #nofilter.

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, Head – Content, Disney+ Hotstar & HSM Entertainment Network, Disney Star, emphasized 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.”  

Imtiaz Ali, the renowned filmmaker, 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.”

The #nofilter campaign by IndiGo set unprecedented records in terms of engagement, shedding light on numerous stories documented by photographers across every nook and cranny of India. The campaign’s extensive impact within the photography community and beyond is a testament to its remarkable success.

« Back to Page