Brand Campaign

Mission Blue

ROLE

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Creative Direction, Script, Director

BACKGROUND

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‘Mission Blue’, was initiated to raise National Geographic’s score as a Purpose-driven brand. Farhan Akhtar, a prominent Bollywood star known for his strong characters and layered storytelling was signed as the face of this association. The goal was to create a cause-driven campaign around water conservation that triggers action through awareness.

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CREATIVE APPROACH

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From glaciers to sewers, water carries a bit of everything it touches. Watching It flow through our lives, one questions the fragile relationship we share with our planet. (CTA)

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THE CAMPAIGN

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The somber and insightful tone of the CTA film became the guardrails of the entire campaign; uniting the microsite, OTT films, on-air programming, industry leaders, Bollywood celebs with one single idea 'Water connects everything.

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The final characters were loosely based on popular movie characters.

THE NARRATIVE TREATMENT

‘Pay homage to the copycats who make B Movies possible with limited resources.'

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THE SETTING

A travelling theatre in rural India that uses several tricks borrowed from a Japanese form of theatre ‘Kuroko’ that uses stagehands. The audience is mesmerised by the ingenuity of the entire crew.

The idea was adopted across mediums, from brand spots to navigation, print and digital posts.

All new look - New logo and Brand Identity

Vibrant Channel Packaging

BRAND FILMS

TREATMENT

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The films drew inspiration from themes in movies and TV soaps rooted in our daily lives. Like 'A Mother's unconditional love', Brothers turned enemies', 'Conquering the impossible' etc. We sifted through hours of footage for each film to mimic the continuity and scale of a feature film.

RESULTS

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Mission Blue was one of the most successful cause-related campaigns of 2017. The PSA was widely shared by Bollywood celebrities and influencers totaling more than 20 million views across social media including an impressive 1.4 million unique views in 2 days to be the most-watched video on YouTube India.

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In the following brand track, National Geographic ranked amongst the Top 3 Trusted and Purpose Driven brands.

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