For many, a memorable photograph is likely a National Geographic image: Devika Prabhu

Photography is one of the most powerful forms of storytelling, reinforced by the phrase – ‘A picture is worth a thousand words’. It is regarded as one of the most authentic forms of storytelling, able to evoke strong emotions and sentiments in people, striking their imagination. National Geographic is paving the way for the next generation of iconic photographers through its enriching legacy of arresting, genuine, dynamic visual storytelling and it has been catering to the curiosity of its audiences, who are always searching for newer ways to understand the world and its people better. National Geographic believes in the power of great stories communicated through pictures and how they can transform the way we discern things that are occurring around us. National Geographic holds a unique and much-looked-upon position in the photography world. Its celebrated images are inspiring both photographers and photography enthusiasts to engage in conversations that hold meaning and are intriguing. It has a long-established relationship with photography and has made contributions to society through the presentation of some of the most iconic pictures of people, places, cultures, objects, and wildlife all over the world.

In the year 2021, ‘Your Lens’ was launched by National Geographic, offering its viewers and photography enthusiasts a platform dedicated to the celebration of their passion, becoming a constituent of the brand  they adore and are fond of. It has got around more than 114k entries from over 72k participants.

The Instagram presence of about 2 million of National Geographic is marked by considerable user engagement, with the tagging of its account every two minutes, with nearly 2.2 million community posts. By curating these tagged images, and exhibiting them on its Instagram page, it has led to the foundation of a strong community of NGC loyalists, with a major part of its posts being user-generated content. The production vertical of NGC creates enthralling narratives through distinctive storytelling for partners.

The Nat Geo Photo Ark series, which uses the power of photography to inspire people to protect species at risk before it’s too late, will be airing on August 19th at 6 pm on National Geographic Channel.

IndiGo has partnered with National Geographic to create a digital platform inviting ardent photographers from across the country to celebrate their art form – #nofilter by Indigo. The judges of #nofilter by IndiGo are award-winning filmmaker and visual storyteller Imtiaz Ali, and film director and famed photographer Raghu Rai. Through their lenses, these contestants encapsulate India's essence in all its glory through the fabrication of enthralling stories, the evocation of emotions, and the crafting of compelling stories with every shot that is unfiltered and unedited. The initiative’s first season started in May 2023, with more than around 90,000 entries. Nine photographers were shortlisted and the show had its premiere on September 30th, 2023, on YouTube, Television, and others.

#nofilter Season 2 has more response with nearly 107,489 entries from the enthusiastic photography community by National Geographic. The names of the candidates who are shortlisted will be announced on August 19th, World Photography Day.

On the occasion of World Photography Day, Adgully caught up with Devika Prabhu, Head of Infotainment and Kids, Disney Star India, who speaks about how National Geographic has become a go-to platform for brands for communicating empowering narratives, offering an unique blend of visual storytelling resonating with the Indian audiences, thoughts on the evolution of photography as a powerful storytelling tool, the initiatives taken by National Geographic in this regard, the concept behind the #nofilter by IndiGo initiative and what makes it unique. She also discusses about what the viewers can expect from second season of #nofilter by Indigo and how National Geographic is providing support to budding photographers and photography enthusiasts.

How National Geographic has become a go-to platform for brands to communicate empowering narratives, offering visual storytelling resonating with the Indian audiences?

National Geographic’s strength in storytelling is characterized by boldness, empowerment, and entertainment, which resonates widely with both our audience and our partners. Brands and partners actively seek us out to help share their stories. This is why we introduced National Geographic Creative Works. What makes our storytelling impactful is our ability to help brands go beyond just promoting their products or services; we help them convey their narrative in a way that aligns with their culture or goals, fostering a closer connection between people and the brand. We achieve this through various formats in our partnership projects or collaborations. For instance, we are currently working with Indigo on a project called #NoFilter, which uses photography as a medium for storytelling. For other collaborative projects, we use different formats.

What are your thoughts on photography’s evolution as a powerful storytelling tool, and what initiatives have National Geographic undertaken in this regard?

Photography is universally recognized for its ability to capture compelling images that leave a lasting impact. For many, a memorable photograph is likely a National Geographic image. Being published by National Geographic or associated with it is often considered the pinnacle for photographers. Since our first photograph was published in 1889, photography has been central to National Geographic’s storytelling, offering authenticity through artfully composed images that require no words. The phrase “a picture is worth a thousand words” truly applies here. Photography remains core to National Geographic’s mission, with numerous initiatives and programs dedicated to this art form. For example, in 2021, we launched “Your Lens”, inviting photographers to submit their work, which we then showcased on both our social media and linear platforms. We also have shows like “Photographer”, which profiles the stories of photographers, and “Photo Op”, premiering on World Photography Day, August 19th at 6:00 pm. This show catalogs and brings to life endangered species, offering various perspectives and forms of photography.

What is the concept behind the #NoFilter by IndiGo initiative, and what makes this collaboration unique?

National Geographic holds a distinctive and respected position in photography, inspiring photographers worldwide. Our collaboration with Indigo through #NoFilter aims to expand this community. We invite photographers to submit their work and capture their journey – what inspires them, their passion, and how they tell their stories through photography – all documented in a series. In Season 1, we aired a four-episode, ten-minute series across our platforms. In Season 2, we are planning a similar format, likely extending to 20 minutes due to the wealth of content we have gathered. This initiative benefits photographers by combining their outstanding work with the expert curation of our judges, who are renowned for their storytelling abilities.

What can viewers expect from the second season of #NoFilter by IndiGo, and who can participate?

It’s open to anyone over 18, provided they are Indian citizens. This season offers a more immersive experience, with detailed coverage of the shortlisted entries. With more than 100,000 entries, up from 90,000 in Season 1, the project has gained momentum thanks to IndiGo’s efforts and the platform provided by National Geographic. Viewers can expect a richer experience, with finalists announced on World Photography Day. Afterward, we will follow each finalist’s journey.

How do National Geographic’s initiatives support and encourage budding photographers?

National Geographic aims to pave the way for the next generation of iconic photographers. Initiatives like “Your Lens” in 2021, which invited everyone to submit their photos, were met with great enthusiasm. This success fueled our collaboration with Indigo on #NoFilter, leading to a second season. It’s all about recognizing and nurturing the photographer within, fostering passion, and inspiring the next generation.

How did this collaboration with Indigo come about, and is it a long-term partnership?

We are already in Season 2, which shows a clear commitment from both sides. This collaboration has been well-received and respected, and we look forward to exploring more possibilities together.

On a lighter note, if you had to describe yourself as a photographer, how would you rate yourself?

I enjoy photography, especially for capturing moments that hold personal significance. Just last week, I was looking through albums from over the years, which reminded me of how photographs can take you down memory lane. For me, photography is about capturing meaningful moments that tell a story whenever I revisit them.

National Geographic is very strong on social media, being the largest non-celebrity platform on Instagram globally, and we are closing in on 2 million followers in India alone. Every two minutes, someone tags us in a photograph, which speaks volumes about our association with quality photography. We will share more details about our social media strategy soon.