National Geographic Channel (NGC), known for showcasing the best of knowledge and entertainment through their programming, today announced actor John Abraham as the face of the channel. In an unprecedented move for the channel, this association will bring together John’s edgy, thrilling personality with Nat Geo’s action packed content. Taking forward this association, the channel has also launched a new campaign aptly titled ‘Unlock’. The essence of the campaign is that it is time to open the doors of the mind - it’s the time to ‘Unlock’. As the face of the channel, John would be a part of the campaign film and related communication. The concept of the campaign was brought alive at the event held today by Keertan Adyanthaya, Managing Director - NGC and FOX International Channels, and John Abraham. Talking about the campaign and association, Keertan Adyanthaya said, “To ‘Unlock’ is to live life without fear, prejudices, narrow thinking and without conforming to societal norms and boundaries. NGC, with its comprehensive, thrilling and award winning content, provides a gateway to ‘Unlock’ the amazing world around us. With this campaign, we will strive to urge our viewers to be open to new experiences, people, places, cultures and the variety that the world has to offer. Our association with John is nothing short of perfect. John is known for an exciting brand of cinema and with his love for action, sports and knowledge; he aptly embodies the brand philosophy of National Geographic Channel. His attributes certainly add that extra panache to our channel, its programming and the ‘Unlock’ campaign. The campaign, along with our association with John, is sure to enthuse a blast of energy in the content and reinforce our channel philosophy - This is who we are!” A visibly excited John Abraham, said, “I can hardly contain my excitement on being a part of the legacy that is National Geographic Channel. I have always been inspired by the yellow window and have followed NGC’s shows religiously. I am thrilled to represent the channel and be a part of its exciting journey with ‘Unlock’. I look forward to take Nat Geo viewers through the various aspects of the campaign; encouraging them to unlock their minds along the way. I am grateful to National Geographic Channel to have given me this opportunity and I am sure that the viewers and my audience will enjoy this collective journey.” As part of this association, John Abraham, known for his unconventional and unrestrained choices in movies, will be seen as part of some of the new shows and some already blockbuster shows for the channel. From adding more glam quotient to Supercars to displaying his footballing skills, he is set to mesmerize his fans and viewers in the country.