National Geographic × Goafest · Cheil India · On-Ground Activation · Senior Copywriter

​

My Role: I identified the key points of contact across the festival ground and wrote the copy for each — making sure the message felt native to the space, not planted in it.

​

The Brief: National Geographic has been a Green Partner at Goafest — India's most prestigious advertising awards — for several years. In 2017, the brief was to use that partnership meaningfully: nudge India's most creative minds toward eco-friendly behaviour during the fest, without feeling preachy or out of place at a celebration of great work.

​

The Idea: The insight was simple: the most effective place to communicate a behaviour is exactly where that behaviour happens. So instead of a campaign that sat alongside the festival, we made one that lived inside it — at the bar, the entrance, the award stage, the afterparty. Every point of contact became a moment to say something worth reading, in a voice that an audience of advertising professionals would actually respect.