IndiGo, India’s leading airline, in collaboration with National Geographic India, has recently concluded its highly successful #nofilter initiative, which seamlessly merges the realms of travel and photography. The culmination of this initiative witnessed a staggering success, leaving an unforgettable mark on the nation’s creative landscape.
In a country teeming with photographic talent, the response to #nofilter was nothing short of exceptional. Over 90,000 passionate photographers from diverse backgrounds participated in this unique community-building initiative. The surge of creativity set the stage for an exhilarating reality TV showdown, where the lens met reality in a four-episode showcase, allowing photographers across categories to showcase their talent.
Amidst the array of talent, 27-year-old Harsh Kharwar emerged as the winner, capturing the hearts of judges Imtiaz Ali and renowned photographer Raghu Rai. The impact of #nofilter extended beyond the competition, resonating with a wider audience through its reach on National Geographic and Hotstar.
The impact of #nofilter was significant, with the reality TV show garnering over 600K views on National Geographic and Hotstar. The campaign reached an impressive 11.8 million people on Meta, with Meta impressions soaring to 37 million and a noteworthy click-through rate of 0.18%. Additionally, YouTube witnessed a remarkable view rate of 21.14%.
Being a part of the #nofilter community isn’t just about winning a competition; it’s a gateway to becoming the next photography luminary. IndiGo’s commitment to fostering talent and providing opportunities for aspiring photographers is evident in the 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 celebrated the unbridled beauty of India through the lenses of talented photographers across the nation. Our heartfelt gratitude goes out to all those who participated and supported this extraordinary campaign.”
Gaurav Banerjee, Head of Content at Disney+ Hotstar & HSM Entertainment Network, Disney Star, emphasized the importance of the collaboration, stating, “Through #nofilter, IndiGo and National Geographic have captured the breathtaking beauty of India and harnessed the transformative power of photography to create a visual narrative that transcends boundaries.”
Renowned filmmaker Imtiaz 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 compete with unfiltered creativity.”
IndiGo’s #nofilter initiative has not only broken records in terms of participation but has also cast a spotlight on the countless stories captured by photographers from every corner of India. The campaign’s far-reaching influence in the photography community and beyond speaks volumes about its success.