MAM
National Geographic India launches campaign ‘Planet or Plastic?’
MUMBAI: National Geographic India has released an innovative digital stunt reiterating the brand’s commitment to inspire people to care about the planet. The activity was part of ‘Planet or Plastic? It is conceptualised and executed by Dentsu Aegis Network’s digital agency Isobar India, which was essentially a ‘Facebook story’ that refused to go away and garnered more than 1.5 million story views with 200+ replies.
This digital stunt struck a resonating chord with its social media audience by reinstating in their mind that plastic is non-perishable and negatively impacts the environment.
National Geographic India’s marketing and programming head Pawan Soni said, “Plastics crisis wasn’t created in a day and it certainly cannot be solved in a day. This is why we launched a multi-year initiative – Planet or Plastic? The initiative is aimed at raising awareness about the global plastic issue and we wanted people to join the movement and pledge to eliminate single-use plastic usage. In order to roll out the campaign, we briefed the agency to use a method that should be innovative, yet not niche, so that maximum participation can be achieved. And that’s exactly what they did with ‘Story that Stays’.”
Isobar India’s EVP Gopa Kumar said, “National Geographic launched the first phase of the ‘Planet or Plastic’ campaign globally in 2018. It was a huge opportunity to raise awareness and make a mark. To unveil the campaign in India, we primarily targeted the millennials who use social media extensively and are the majority users of single-use plastic. We carefully chose a medium that resonated with them and reached out to them on platforms that they end up engaging with and spend more time on. That’s how the ‘Story that Stays’ was born. It facilitated us to get the desired attention and start a movement that will help the cause, and eventually the planet. This is just a start and during the course of the year several interventions are planned to raise awareness on this issue.”
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
