National Geographic MISSION BLUE is an initiative to address the cause of water scarcity. Through specially created digital tools, people will get a sense of not only how severe the water problem is, but also how small changes in their daily lives can help reduce their ‘water footprint’.
National Geographic MISSION BLUE was announced in Mumbai to mark the occasion of Earth Day. Present at the event were Farhan Akhtar, key partner and face of the campaign, renowned Bollywood directors, and Water Aid Foundation,a non-profit that has partnered with National Geographic MISSION BLUE, wherein they will together help provide clean drinking water to schools.
Farhan Akhtar, Madhur Bhandarkar, Hansal Mehta, Swati Mohan - Business Head India - Fox Networks Group, Aniruddha Roy Chowdhury and Imtiaz Ali
Swati Mohan- Business Head, India, National Geographic and FOX Networks Group and FarhanAkhtar
Apart from the main film creative and campaign, which will run across media, National Geographic will also disseminate the message through various formats of storytelling to reach and appeal to as many people as possible. This includes special documentaries on the water issue; both global and local, as well as specially created short films by award-winning directors Imtiaz Ali, Hansal Mehta, Aniruddha Roy Chowdhury, and MadhurBhandarkar, who creatively bring out the key message through everyday stories of India.
Swati Mohan, Business Head, FOX International Channels (India)
Speaking on the campaign, Swati Mohan, Business Head, India, National Geographic and FOX Networks Group, said, “National Geographic has always been a brand that has stood for driving purposeful change; something we have been doing for over a century now. Today, the water crisis around the world calls for much attention. In India alone, 76 million people lack access to safe water - a problem that is only going to get worse if no immediate action is taken. We are hopeful that this initiative will help enlighten people on what can be achieved by collective action.”
Commenting on his association with the initiative, Farhan Akhtar said, “I am proud to be associated with an iconic brand that has the legacy of working for the cause of preserving the planet. National Geographic MISSION BLUE is a very special initiative that is very close to my heart. It has the power to enlighten, inspire and empower people who are unaware of what they can do towards the cause of water scarcity and drive real change. I hope people will realize that the responsibility of conserving water and of their own future is essentially in their own hands.”