National Geographic turns 138, doubles down on science, wildlife and documentary filmmaking

MUMBAI: National Geographic has marked its 138th anniversary with a campaign that treats storytelling not as nostalgia but as strategy, using its legacy to reinforce relevance in an attention-fragmented media market.

Branded Stories that spark wonder, the anniversary initiative reflects on the explorers, images and breakthroughs that have defined National Geographic for more than a century, while positioning the iconic yellow border as shorthand for credibility, curiosity and research-led storytelling. The campaign draws on the brand’s long history of pioneering visual journalism, from early field expeditions to first-of-their-kind natural-colour aerial and underwater photography, and experimental formats such as hologram magazine covers.

The anniversary framing leans heavily on purpose. National Geographic has consistently fused exploration with science, conservation and cultural documentation, elevating figures such as Jane Goodall, Jimmy Chin and James Cameron, and turning complex subjects into mainstream, long-form narratives. That editorial muscle, the brand argues, remains its differentiator.

In India, where National Geographic has cultivated a loyal following, the campaign places particular emphasis on stories rooted in the subcontinent’s biodiversity, heritage and science, distributed across television, print and digital platforms. According to Alok Jain of JioStar, the milestone reflects the trust the brand has built globally and its ability to evolve how stories are told without diluting their core values of truth and visual excellence.

The anniversary is being marked throughout January with a curated programming slate spanning wildlife, science, adventure, investigation and documentary filmmaking. Titles include Cheetahs up close with Bertie Gregory, India from above, David Blaine: do not attempt, Trafficked with Mariana van Zeller and Ocean with David Attenborough. The special programming block, titled 138 years of wonder, airs on weekdays at 8 pm on the National Geographic Channel.