ITV

Tag: Imtiaz Ali

  • NDTV India’s ‘Creators Manch’ brings together India’s finest minds for a cultural crescendo

    NDTV India’s ‘Creators Manch’ brings together India’s finest minds for a cultural crescendo

    MUMBAI: In a world drowning in content, NDTV India’s ‘Creators Manch’ is cutting through the noise with meaning, memory and melody. The inaugural edition of this cultural gathering is set to unfold in the capital today, bringing together some of India’s most loved creators—across generations and genres—for a day-long celebration of creativity in all its avatars.

    From literary giants Javed Akhtar and Kumar Vishwas, to cinematic minds like Imtiaz Ali and bestselling authors like Chetan Bhagat, the stage is set for a stellar convergence. Joining them are powerhouse voices such as Anvita Dutt, Jaya Kishori, Satya Vyas, Aditi Maheshwari, Arpana Caur, and Milee Ashwarya, as well as poets, editors, artists and cultural custodians who together form the beating heart of contemporary Indian expression.

    Held at a time when content is currency and creativity is power, Creators Manch promises more than panels—it’s a platform where verses clash with virality, and tradition dances with technology.

    Over 16 sessions, the event dives deep into themes like poetry in public life, storytelling in the digital age, and art in an algorithmic world. Expect one-on-one interviews, passionate panels, writing workshops, live performances and a grand finale featuring Kabir Café, whose soulful fusion of mystic poetry and modern rhythms promises to end the evening on a transcendent note.

    “Creators Manch is a platform built not just to showcase creativity, but to honour the people behind it – those who express the spirit of the times and gently shape its future,” said NDTV CEO and editor-in-chief, Rahul Kanwal.

    In an age of scrolls and soundbites, Creators Manch stands out for its depth, dialogue and daring. It’s not just a celebration—it’s a cultural intervention.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • ‘My Melbourne’ hits home, Indian directors put Aussie city on silver screen

    ‘My Melbourne’ hits home, Indian directors put Aussie city on silver screen

    MUMBAI: Ever felt the urge to pack your bags for Melbourne, but your wallet disagreed violently? Relax, India’s finest filmmakers are bringing the Aussie charm straight to you. Forget about flight costs and pesky visas—My Melbourne is your cinematic passport, presenting a city bursting with diversity, cricket fever, and more multicultural spice than your favourite curry.

    Premiering in Australia and New Zealand on 6 March 2025 and released in India on 14 March, My Melbourne is co-presented by Visit Victoria and is an anthology of four unique stories. Directed by India’s film powerhouses—Kabir Khan, Imtiaz Ali, Onir, and Rima Das—the film explores identity, belonging, and the spirit of multicultural Melbourne through true-to-life narratives.

    Each director puts their signature spin on stories woven around diversity’s four pillars: sexuality, gender, disability, and race. Curious yet? Let’s dive into these captivating tales:

    In Nandini, directed by Onir, Indraneel, a queer Indian man, reunites with his estranged father in Melbourne for a ceremonial ritual. Expect some father-son fireworks, raw emotions, and maybe a box of tissues.

    Jules, directed by Arif Ali under the creative guidance of Imtiaz Ali, follows Sakshi, a newly married woman bonding with Jules, a homeless local. Who knew friendship could bloom amid Melbourne’s streets, coffee shops, and unpredictable weather?

    Rima Das directs Emma, a heartfelt story of a talented deaf dancer overcoming discrimination and self-doubt after an inspiring meeting with another deaf dancer. Talk about dancing to your own rhythm!

    And then there’s Setara, a real-life epic directed by Kabir Khan, about a courageous 15-year-old Afghan girl rebuilding her life in Melbourne after fleeing the Taliban. Cricket and resilience? Move over, Hollywood superheroes.

    “Through this cinematic journey, explore the uniqueness of Melbourne that makes it every bit different. Enjoy Melbourne through this creative lens that showcases art, culture, food, sport, entertainment and hidden laneways. Don’t miss this colourful celebration of unity and diversity!” says the film’s promotional team. A bit dramatic? Maybe. But hey, it’s cinema!

    So, why not grab some popcorn and experience Melbourne’s captivating diversity right from your couch? Beats battling jetlag any day.

  • PVR Inox launches its ‘Cult Classics’ IP with Laila Majnu

    PVR Inox launches its ‘Cult Classics’ IP with Laila Majnu

    Mumbai: PVR INOX Ltd, a cinema exhibitor in India has announced the re-release of the iconic film “Laila Majnu,” marking the official launch of its ‘Cult Classics’ intellectual property (IP). PVR INOX has a dedicated audience base that embraces a breadth of diverse cultural entertainment experiences. This IP aims to offer valuable, exclusive, and fresh content across an array of categories that convert a regular cinematic experience into an entertainment extravaganza for the audiences. These categories include the tried-and-tested success formula of re-release of timeless films, and innovative experiences such as film festivals, sporting events, concerts, documentary screenings, and live events.

    Following the tremendous success of the Rockstar re-release, PVR INOX is thrilled to present Laila Majnu as part of its ‘Cult Classics’ series. The event will be graced by renowned actress Tripti Dimri, Avinash Tiwari, Imtiaz Ali, and Sajid Ali at PVR INOX LIDO, Mumbai.

    The beloved classic romantic movie returns to theatres, celebrating its enduring impact on generations of moviegoers. The initiative attempts to revive iconic films that have left a lasting impact on audiences, ensuring these masterpieces continue to be appreciated by new generations.

    PVR INOX Ltd MD Ajay Bijli commented on the launch, “We are delighted to bring Laila Majnu back to the big screen as part of our Cult Classics IP. This initiative is a testament to our commitment to craft unexpected and innovative experiences for our audiences to enhance their movie-going experience. This is what sets a magical big-screen cinema experience apart from other mediums. We believe that these timeless films deserve to be experienced on the big screen and we are excited to share this journey with our patrons. We aim to create a bridge between the past and the present, offering a unique cinematic experience that honors the artistry of these iconic films.”

    Laila Majnu will be released at 51 PVR INOX Ltd properties across the country. The re-release will be followed by a series of other classic films.

  • IndiGo’s #nofilter crafts a close-knit photography community with National Geographic

    IndiGo’s #nofilter crafts a close-knit photography community with National Geographic

    Mumbai: IndiGo, India’s preferred airline, recently collaborated with National Geographic India to bring forth #nofilter by IndiGo, an inspiring platform that seamlessly blends the realms of travel and photography. The culmination of this initiative witnessed a staggering success, leaving an unforgettable mark on the nation’s creative landscape.

    In a country bursting with photographic talent, the response to #nofilter was nothing short of extraordinary. Over 90,000 impassioned photographers, hailing from diverse backgrounds and corners of the country, participated in this unique community-building venture. This surge of creativity set the stage for an exciting reality TV showdown, where the lens met reality in a four-episode showcase. This platform helped passionate photographers across the category to showcase their talent.

    Amidst the sea of talent, 27-year-old Harsh Kharwar emerged as the winner, capturing the hearts of judges Imtiaz Ali and the renowned photographer Raghu Rai. The impact, however, extended beyond the competition, resonating with a wider audience through its reach on National Geographic and Hotstar.

    Unveiling the impact:

    •    The reality TV show gathered over 600K views on National Geographic and Hotstar.
    •    The campaign reached an impressive 11.8 million people on Meta, showcasing its widespread influence.
    •    Meta impressions soared to 37 million, with a noteworthy click-through rate of 0.18 per cent.
    •    YouTube witnessed the visual spectacle, with an impressive view rate of 21.14 per cent.

    Being part of the #nofilter community isn’t just about winning a competition; it’s a gateway to becoming the next photography luminary. IndiGo’s commitment to fostering talent and providing opportunities for aspiring photographers is evident in the success of #nofilter.

    IndiGo chief digital, and information officer Neetan Chopra expressed his enthusiasm, stating, “We are thrilled with the success of #nofilter by IndiGo. This remarkable initiative has not only celebrated the unbridled beauty of India, seen through the unique lenses of talented photographers hailing from every nook and cranny of our vibrant nation, but it has also been an exhilarating journey. Our heartfelt gratitude goes out to all those who participated and supported this extraordinary campaign. It goes beyond simply showcasing India’s diversity and opulence; it has harnessed the captivating power of photography to inspire, educate, and forge connections across the tapestry of life. Our hope is that this incredible voyage will continue to shine a spotlight on India, a land of unparalleled depth and allure, beckoning both domestic and international travellers to explore its wonders.”

    Disney+ Hotstar head – content & Disney Star HSM entertainment network Gaurav Banerjee emphasized the importance of this collaboration, saying, “National Geographic has always held a very distinctive and revered position in photography, inspiring audiences with iconic imagery since 1888. Through #nofilter, IndiGo and National Geographic have not only captured the breathtaking beauty of India but have also harnessed the transformative power of photography to create a visual narrative that transcends boundaries. The nine finalists have brought forth stories that resonate with the heart of India. This journey chronicled across the National Geographic platforms, is a celebration of the unfiltered essence of our culture, landscapes, wildlife, and people. As we close this chapter, we congratulate all participants for contributing to this extraordinary journey, inviting the world to witness India’s boundless allure through the unfiltered lens of passion and creativity.”  

    Renowned filmmaker Imtiaz Ali shared his thoughts saying, “As a filmmaker, I share a deep passion for the camera, and I believe that photography is a powerful means of storytelling. I’m thrilled to witness these talented photographers come together and compete with unfiltered creativity. Serving as a judge alongside the prolific Raghu Rai, we shoulder the responsibility of handpicking the most exceptional shots. My gratitude goes out to National Geographic and IndiGo for providing a platform that not only celebrates the art of photography but also fosters the growth of emerging talent.”

    IndiGo’s #nofilter initiative broke records in terms of participation while also casting a spotlight on the countless stories captured by photographers from every corner of India. The campaign’s far-reaching influence in the photography community and beyond speaks volumes about its success.

  • Filmfare spotlights Gujarat’s cinematic potential!

    Filmfare spotlights Gujarat’s cinematic potential!

    Mumbai: For over seven decades, Filmfare has been chronicling remarkable accomplishments and milestones of the Indian Film Industry. The platform continues to lead the way in honouring cinematic and artistic brilliance. For the 69th edition of the Filmfare Awards, which is scheduled to be held on January 2024, Filmfare takes the celebrations to the Vibrant State of Gujarat. One of the core objectives of this partnership seeks to establish Gujarat as a global centre for tourism, investment, and a thriving hub for cinematic production.

    The inaugural Filmmakers’ Round Table took place at the Taj Lands End in Mumbai on 11 October where the event served as a significant precursor to the Filmfare awards. Spearheaded by The Times Group managing director Vineet Jain, Filmfare played a pivotal role in fostering the growth of the Indian film industry. It achieved this by convening a distinguished panel of attendees.

    Leading this high-profile gathering was the Gujarat chief minister Bhupendrabhai Patel, who headed a high-powered delegation from the Gujarat Government. Accompanying him was the Tourism of Gujarat minister Mulubhai Bera, as well as other key policy makers and officials from the Government of Gujarat.

    The film & entertainment industry was well-represented, with prolific filmmakers such as Imtiaz Ali, Aanand L. Rai, Boney Kapoor, Om Raut, Mukesh Bhatt, R. Balki, Jayantilal Gada, Nitesh Tiwari, Ashwiny Iyer Tiwari, Nikkhil Advani, Ramesh Taurani, Madhur Bhandarkar, Apoorva Mehta, Raj & DK, Harshavardhan Kulkarni, Venky Mysore, Aparna Purohit, Anand Pandit in attendance, among others. The session was deftly moderated by the actor Kubbra Sait, who skillfully guided in-depth discussions that shed light on Gujarat’s comprehensive support systems for filmmakers.

    The Round Table event underscored Gujarat’s unwavering commitment to becoming the ultimate destination for filmmaking and film production. This commitment is substantiated by their world-class infrastructure, enticing incentives, and a comprehensive cinematic policy.

    Patel commented, “Our collaboration with Filmfare signifies Gujarat’s vision to be at the forefront of cinematic excellence, and this Round Table is a significant milestone towards achieving that goal. We are committed to providing the necessary infrastructure, incentives, and support to ensure that Gujarat becomes a preferred destination for filmmakers from across the world.”

    Tourism of Gujarat minister Mulubhai Bera said, “Gujarat’s rich cultural heritage and diverse landscapes have always been a source of inspiration for filmmakers. We are excited to partner with Filmfare to promote Gujarat as a thriving hub for cinematic productions. With a welcoming atmosphere, breath-taking locations, and robust support systems, Gujarat offers filmmakers a unique canvas to bring their artistic visions to life.”

    Jain commented, ” The Government of Gujarat has been unwavering in its dedication to offer filmmakers the necessary support, infrastructure, and policies. We are proud to be a facilitator in bringing together the entertainment industry and a canvas like Gujarat for painting their stories on.”

  • Imtiaz Ali and Raghu Rai to Judge #nofilter Photography Show

    Imtiaz Ali and Raghu Rai to Judge #nofilter Photography Show

    Mumbai: The world belongs to those who can capture its beauty. All one needs is a camera. With an aim to empower the photography community and display their talent on a grand scale, IndiGo, in collaboration with National Geographic India, announces nine finalists out of 90,000+ participants for a photography reality show, #nofilter by IndiGo. Fronted by judges Imtiaz Ali, an acclaimed film director, and Raghu Rai, a celebrated photographer, nine participants will capture the essence of India through their lenses, evoking emotions, and weaving captivating stories with each unfiltered shot. The show will premiere on 30 September at 8 p.m. on National Geographic platforms, including television and YouTube.  

    Set against the backdrop of Delhi’s vibrant streets, the participants will face various challenges that showcase the city’s rich tapestry of life. In their quest to claim the coveted title of the show’s best photographer, judges Imtiaz Ali and Raghu Rai will challenge each one of them to explore the iconic locations of Delhi under specific themes, capturing the most powerful, unfiltered photo essays. In each episode, the participants will immerse themselves in the city’s true emotions, turning their lenses towards Old Delhi’s bustling streets, traditional kitchens, women in uniform after work, and the captivating charm and chaos of the bazaars that offer a window into the spirit of the city itself. As the judges determine the fate of each participant, they will be seen engaging in an in-depth discussion about every entry and will reveal the episodic winner.

    “National Geographic has always held a distinctive and revered position in the world of photography. Our innovative visual storytelling with iconic imagery has been a source of inspiration for our audience for 135 years. Through #nofilterbyIndiGo, we are excited to empower the photographers’ community to share their unadulterated, inspiring, yet beautiful stories. In addition to that, having two renowned personalities from the realms of photography and filmmaking as judges, we anticipate this show will raise the bar for photography excellence,” said a National Geographic spokesperson.

    “As a filmmaker, I share a deep passion for the camera, and I believe that photography is a powerful means of storytelling. I’m thrilled to witness these talented photographers come together and compete with unfiltered creativity. Serving as a judge alongside the prolific Raghu Rai, we shoulder the responsibility of handpicking the most exceptional shots. My gratitude goes out to National Geographic and IndiGo for providing a platform that not only celebrates the art of photography but also fosters the growth of emerging talent,” said Imtiaz Ali.

    “India is a country of diverse cultures and landscapes, and photography is perhaps the best way to share the beauty of the country with everyone. As part of our #IndiaByIndiGo initiative, the #nofilter partnership between IndiGo and Nat Geo celebrates the diversity of India and the passion of the photographers who bring it to life. We look forward to the episodes with our 9 finalists and wish them great success.” said  IndiGo CDIO Neetan Chopra.

    A community-building initiative for passionate photographers, #nofilter by IndiGo began in May 2023. Below are the nine entrants who have been shortlisted for the four-part series.

    Riya David, Fashion Photographer

    Madhur Nangia, Landscape & Travel Photographer

    Pubarun Basu, Documentary Photographer

    Anju Mishra, Engineer & Photography Enthusiast

    Smita Goyal, IT Professional & Photography Enthusiast

    Harsh Kharwar, Wedding Photographer

    Ayshi Roy, Street & Documentary Photographer

    Rayan Hussain, Tour Guide & Travel Photographer

    Shyam Madhavan, Businessman, Content Creator & Photographer

    #nofilter by IndiGo will premiere on National Geographic in India at 8 PM on 30 September 2023 and the episodes will air every Saturday thereafter.

  • Jio Studios & producer Mahaveer Jain launch Newcomers to encourage new talent

    Jio Studios & producer Mahaveer Jain launch Newcomers to encourage new talent

    Mumbai: At Ficci Frames Fast Track 2022, Jio Studios along with producer Mahaveer Jain, launched an initiative, Newcomers.

    A consortium of 23 leading Indian filmmakers like Rajkumar Hirani, Rohit Shetty, Sukumar, Ashutosh Gowariker, Kabir Khan, Imtiaz Ali, Gauri Shinde and R. Balki, Aanand L Rai, Anees Bazmee, A.R.Murugadoss, Ashwiny Iyer Tiwari and Nitish Tiwari, Ram Madhvani, Ali Abbas Zafar, Siddharth Anand, Raj & DK, Abhishek Sharma, Mrighdeep Singh Lamba, Amit Sharma, Jagan Shakti, Vishnuvardhan has been formed. They will mentor and launch new talent.

    On Twitter Jio Studios said, “A special announcement today at @FICCIFRAMES 22!

    23 Leading Filmmakers of the Country have come together to Mentor & Launch New Talent under a unique initiative called #Newcomers.”

     

     

    “It’s our humble attempt to give back to the industry, by providing a platform to new actors, writers, directors, music talent and a wide range of technicians in this landscape. Together, we will work to build our tomorrow,” said Mahaveer. He conceived this idea along with Ficci media and entertainment committee chairperson & Viacom 18 CEO Jyoti Deshpande.

  • Red Chillies partners Twitter for ‘Jab Harry Met Sejal’

    MUMBAI: Taking forward their unconventional marketing approach, Red Chillies Entertainment has successfully gotten the audience hooked to its mini trails. These micro units have given us sweet glimpses into the characters of Harry and Sejal. Directed by Imtiaz Ali, Jab Harry Met Sejal releases in cinemas on 4 August 2017.

    The latest mini trail, which is the fifth in the order introduces the audience to a new character, the ring. It shows Harry and Sejal looking for the ring all across the beautiful European terrains.

    Here’s the Mini Trail 5 if you’ve not seen it:

    To establish the importance of the ring in the story, the makers have partnered with Twitter India to launch a custom emoji of a ring alongside the hashtag of the film. In each tweet by a user with the hashtags related to the film- #JabHarryMetSejal #JHMS, the emoji of a ring automatically appears at the end of the hashtag. This indeed is a very cool way of emphasising the key element of the film to the audience prior to its releases.

    Talking about the activity, Binda Dey, Marketing Head at Red Chillies Entertainment said, “The ring emoji was planned keeping the communication of Mini Trail 5 in mind. While Harry and Sejal are looking for the ring in the Mini Trail, fans can use the hashtags related to the film and find the ring connect on this platform.”

    “Twitter is the best place to discover what’s happening in the world of Bollywood. The custom emoji intrigues the audience to learn more about the film and offers the opportunity to have shared experiences with their favourite stars Shah Rukh Khan and Anushka Sharma on Twitter,” says Viral Jani, Head of TV & Entertainment Partnerships at Twitter India.

    After looking for the ring in mini trail 5, Anushka Sharma took to Twitter to launch the emoji:

    This indeed is another masterstroke in building the connect as well tapping on to the massive fan following of the both- Shah Rukh Khan and Anushka Sharma on Twitter.

  • Imtiaz Ali’s ‘Bruno and Juliet’ added on Royal Stag platform

    NEW DELHI: ‘Bruno and Juliet’, presented by Imtiaz Ali, and written & directed by Khawar Jamsheed, the latest addition to the Royal Stag Barrel Select Large Short Films, depicts an unusual friendship and an unspoken love between two adorable dogs, Bruno and Juliet.

    A St. Bernard raised within the safe walls of a big house, Bruno yearns for the world outside seeking freedom. In the other hand, lovable street dog Juliet, with no one to call her own, roams the streets in search of love. The two ultimately find companionship with each other. The film is a heart-melting story of two souls who desire to be together while everyone tries to separate them, inspired by Imtiaz Ali’s take on love.

    With this film, renowned filmmaker, Imtiaz Ali joins the club of eminent Bollywood personalities who are now associated with Royal Stag Barrel Select Large Short Films platform. Having signed a 3-film association, Imtiaz promises to deliver some original shorts with the platform, beginning with the charming story of Bruno and Juliet.

    Over the last three years, the platform Royal Stag Barrel Select Large Short Films has gained immense popularity and has become one of the most credible and celebrated short films platform in India.

    It has released some of the most prodigious and award winning short films which truly reflect originality, imagination and perfection such as ‘Ahalya’, ‘Interior Café – Night’, ‘Ouch’, ‘Chutney’, ‘That Gusty Morning’, ‘Mumbai Varanasi Express’, ‘Khool Aali Chithi’ and ‘The School Bag.’

    Pernod Ricard India assistant VP – marketing Raja Banerji said “Imtiaz represents new age Bollywood Filmmaking. Such partnerships are a testimony to the accelerated growth and success the platform has witnessed in the last 2 years. In line with the brand’s objective of make it perfect, we have always believed well-known Bollywood directors with their exclusive work will motivate aspiring directors to create original content for the platform in the future”

    Themed on the philosophy of “Make it Perfect”, The Royal Stag Barrel Select Large Short Films is a platform for aspiring directors to feature along with mainstream Bollywood directors while still chasing their creative energy to create a niche for themselves in the industry. The platform gives a credible stage to the storytellers to showcase their artistic creativity and reach out to their target audience through the digital world.

     Ali said, “Bruno and Juliet is an unconventional love story of characters that are Dogs. The film explores the basic need of two lovers to unite, only in this film the lovers are dogs. Associating with Royal Stag Barrel Select Large Short Films is certainly an incredible platform for aspiring filmmakers who want to explore their creative freedom.”

    The wirter & director Khawar Jamsheed known Line Producer of Kashmir for his work in films like Haider, Rockstar, Highway and Bajrangi Bhaijaan etc said, “Bruno and Juliet is very special to me. It is about an unlikely friendship between two unlikely protagonists. I used to observe dogs in my neighbourhood closely and found their friendship very fascinating. So, I picked up my camera and started following the dogs filming them for 22 days. The Royal Stag Barrel Select Large Short Films truly encourages and motivates filmmakers to exhibit their work perfectly.”

    Royal stag Barrel Select Large Short Films (LSF) is a portal that is the hub of Indian short films. It gives the audience the window to enjoy short films made by large directors. It gives aspiring film makers a platform to showcase their short films with original ideas. Films from LSF has made big in Filmfare with three of its film made in in final shortlist. Chutney a LSF release has won 2 Filmfare awards. In recent times, Platform has been built on identified core attribute of RSBS – ‘Make it Perfect” and targeting a more refined and evolved RSBS audience.

  • Nat Geo and Farhan team up, inspire ‘water footprint’ reduction

    MUMBAI: National Geographic is all set to lead the way in its endeavour to go further as a brand and inspire change.

    National Geographic Mission Blue, is an initiative to address the cause of water scarcity. It aims to spread awareness and empower people with knowledge on what they can do to help impact the lives of the millions who are deprived of this precious resource. It underlines the need for collective action to ensure a better tomorrow. Through specially created digital tools, people will get a sense of not just 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, in line with the brand’s objective to lead with purpose and help sustain the planet. Present at the event was Farhan Akhtar, key partner and face of the campaign, as well as renowned Bollywood directors and Water Aid Foundation; who are all part of this initiative.

    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 Madhur Bhandarkar who creatively bring out the key message through everyday stories of India.

    Water Aid Foundation, a non-profit known for its exemplary contribution to the cause of water, has also partnered with National Geographic MISSION BLUE, where they will together help provide clean drinking water to schools.

    Speaking on the campaign, National Geographic and FOX Networks Group business head Swati Mohan 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 drinking 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.”