In an attempt to promote the idea of breaking the shackles of stereotypes and starting to experiment with newer things, National Geographic Channel India has launched its new marketing campaign, termed 'Unlock'. Bollywood celebrity John Abraham has been roped in to be the face of the channel for the same campaign.
In line with this development, the channel will launch a show called Incredible@9, which will be aggressively promoted by the actor. Abraham, who is known for his love for wildlife, has a connect with the content of the channel.
The essence of the campaign, 'Unlock', is that it is time to open the doors of the mind. As the face of the channel, Abraham will be a part of the campaign film and related communication. The channel launched TVCs featuring the actor about a week ago and the out of home campaign has also been released in Mumbai and Delhi.
Keertan Adyanthaya, managing director, NGC and FOX International Channels, says, "Abraham is a perfect match for the channel. His love for wildlife and adventure is well known. He has even adopted about 35 elephant calves."
Interestingly, Adyanthaya had worked as a senior to Abraham at Euro RSCG when the actor joined the agency as a trainee after completing MBA. Abraham mentions that he will be interested in being a part of any content on the channel, but to start with he will promote several shows in individual promos for each. He is particularly looking forward to Supercars. Coming from a family of architects, he is also excited about Megastructures, he adds.
Adyanthaya says, "To 'Unlock' is to live life without fear, prejudices, narrow thinking and without conforming to societal norms and boundaries. The campaign, along with our association with John, is sure to enthuse a blast of energy in the content and reinforce our channel philosophy - This is who we are!"
As a result of this association, Abraham will add his glam quotient to both new and existing shows like Supercars; he will also display his football skills and is set to mesmerise his fans and viewers in the country.
Debarpita Banerjee, vice-president, marketing, National Geographic Channel, says, "The campaign will unfold as we go ahead. There are events like Unlock Fear, a summer camp for kids; Unlock Innovations, which will be an innovations conclave; and Unlock Exploration, that will be all about expedition and wildlife."
Digital, more precisely social media, will also be an important part of the campaign.