NGC Photo Ark gets digital platform in India

Started in 2006 by the United States Congress, Endangered Species Day (observed on May 18) is a celebration of the nation’s wildlife and wild places. This year, the Endangered Species Day is breaking boundaries through a worldwide OOH campaign. The National Geographic Photo Ark initiative, a multiyear endeavor to document every species living in zoos and wildlife sanctuaries, has given a bigger platform i.e. OOH to encourage action through education and help save wildlife by supporting on-the-ground conservation efforts. The worldwide campaign, showcasing the impactful images of endangered species, has been spanning across 22 countries including India.

While IOAA is the brain behind bringing this initiative in India; Zenith OOH gave life to their idea and effort by providing free of cost the only digital site in Mumbai which incidentally is the biggest commercial LED in the country. This massive digital site (60 feet by 16 feet) is located at the junction of Peddar Road and Marine Drive, the two most important arterial roads in South Mumbai. The magnificent digital screen, plays multiple creatives of this pro-environment message, screening different species at danger.

Commenting on this initiative, Yashraj Gala, Director, Zenith OOH shared, “IOAA approached us with the idea to execute NGC’S Photo Ark campaign. We agreed to partner this initiative as it is line with our company’s philosophy. We strongly believe in the need to reduce our footprint, to maintain the green cover of the environment and preserve natural resources which are finite and fast dwindling”. He also believes that deployment of this campaign only on digital OOH derives the true sense of the message. “Digital OOH is the perfect medium for this message since it has none of the production collateral which is generally used on static sites, it’s as green as you can get in OOH”.

Though this initiative was planned for a week, Zenith will extend the campaign throughout the monsoon if it is line with NGC’s objective. He sends out a socially and environmentally responsible message to the industry: ”Indeed, we are all here to generate a profit, but we have a duty to equate a fair share of responsibility towards promoting awareness towards social causes. Digital formats are attractive, incur less production cost and add quality to the business while being less harsh on the environment”.