Mumbai: For 136 years, National Geographic has stood at the forefront of photography, capturing the world through lenses that reveal the beauty and complexity of our planet. Its legacy of authentic visual storytelling has inspired millions, turning images into compelling narratives that change the way we perceive the world around us.
The channel is back with the second season of #nofilter by IndiGo. Judged by visual storyteller & award-winning filmmaker, Imtiaz Ali and eminent photographer, Raghu Rai, #nofilter by IndiGo is a community of photographers who wear their passion with pride when it comes to showing the world through their lens. The success of season 1 set the stage for an even greater response in season 2, with over 107,000 entries pouring in. As the short-listing process nears its conclusion, the finalists will be announced today, coinciding with World Photography Day and promising another season of creativity, passion, and storytelling.
In 2021, National Geographic India launched “Your Lens,” a platform designed for photography enthusiasts to showcase their passion and join the brand they admire. The response was overwhelming, with over 114,000 entries from 72,000 participants. This initiative, coupled with National Geographic India’s thriving Instagram community of nearly two million followers, has fostered a space where photographers and fans alike can engage in meaningful discussions, sharing their unique perspectives of the world. Through the National Geographic Creative Works, the production arm of the brand, the team crafts compelling narratives for partners, using incredible storytelling to bring visions to life.
Indiantelevision.com in a video interview with Disney & Star India busines head- Infotainment and Kids, Devika Prabhu, where she explained more on their approach towards visual storytelling through photography, concept behind the creation of #nofilter and a lot more.
Edited excerpts
As we know National Geographic is known for its compelling photography, how do you see their communication approach contributing to the broader conversation about visual storytelling?
Photography has always been a very key form of storytelling for National Geographic. Our journey began in 1889 with our first published photograph, marking the start of a 135-year legacy of using photography as a powerful storytelling medium. When we think of iconic photography, National Geographic often comes to mind first. Photography is integral to everything we do—across social media, our channels, and all communications. We showcase not only different photographs but also the stories of the photographers and their efforts.
What was the concept behind the #nofilter and how does it align with National Geographic’s vision for storytelling?
At the core, we believe that understanding the world fosters a deeper emotional connection, which in turn inspires people to care for it more profoundly and take responsibility. This belief drives our storytelling efforts across various formats. For instance, our “Your Lens” initiative in 2021, featuring Karan Johar as our brand ambassador, aimed to inspire individuals over 18 to tell their own stories through photography and share them with us. The success of this initiative inspired similar narratives, leading to the creation of #nofilter. It also inspired some of our partners who want to engage with us on a similar narrative or a similar format. So thats how #nofilter also kind of developed.
What makes #nofilter by IndiGo, a unique and one-of-a-kind reality TV show?
What makes this initiative unique is its focus on photography as a foundational element, celebrating both the passion and skill of the photographer. It also highlights the story within each frame, capturing remarkable moments that define the essence of photography. Initiatives like “Your Lens” and #nofilter creates opportunities for photo enthusiasts to explore new approaches and inspire them to capture authentic, unfiltered images. In an era where numerous filters and editing tools often alter the original photograph, our goal is to provide a platform that emphasises genuine photographs and the true emotions behind them.
How has National Geographic become the preferred platform for brands to communicate empowering stories, offering a unique blend of visual storytelling that resonates with the audience
National Geographic’s storytelling prowess, honed over 136 years, is widely recognized. Over the years, our partners have sought our expertise to help tell their own stories, understanding that our unique narrative approach adds a distinctive lens to their messages. This led to the creation of “National Geographic Creative Works,” which enhances our storytelling beyond mere promotion. It enables brands to connect more deeply with their audiences, building meaningful relationships and fostering closer connections with their consumers. National Geographic Creative Works has become a sought-after resource for brands looking to leverage our storytelling expertise.
How do initiatives like Your Lens and #nofilter by IndiGo support and nurture budding photographers?
Let me highlight our collaboration with Indigo on #nofilter. This is actually the second season of the initiative. Last year, in Season 1, we received over 90,000 responses. This year, Season 2 has seen over 100,000 submissions, demonstrating a growing excitement and engagement within the community. Building on the success of last year's short-form series, where we showcased the photographers and finalists in four episodes, this year we plan to expand to a longer 22-minute format. This extension will allow us to delve deeper into the photographers' stories and passions. Our esteemed judges, Raghu Rai and Imtiaz Ali, renowned veterans in filmmaking and storytelling through photography, play a crucial role in bringing this initiative to life. Their expert curation enhances the collaboration between photographers and their images, keeping our viewers and community continually engaged.
How do you view photography as tool for storytelling and why do you believe its such a powerful medium
In my view, photography is a profoundly authentic form of storytelling because it revolves around capturing a moment and is inherently an art form. Often, we say that we "take" a photograph, but in reality, we "create" it. This creation involves selecting the medium through which you wish to tell the story, choosing the equipment—whether it’s a specialized lens or a phone—deciding on the subject, and shaping the story you want to portray. Composition, framing, and lighting all play critical roles in this storytelling process.
A powerful photograph establishes a connection with its subject and encourages viewers to pause and reflect on the photographer’s message. Take, for example, the iconic image of the Afghan Girl on the National Geographic cover from the 1980s. This photograph has endured for decades because it resonates deeply with people. National Geographic boasts one of the largest non-celebrity Instagram followings worldwide, nearing two million in India alone. Our community grows continuously, with someone tagging or reposting our content every two minutes. This reflects the strong association between exceptional photography and our brand. Many see National Geographic as the pinnacle of photographic achievement, and being tagged by a National Geographic photographer is a coveted aspiration for many.
