Australia will receive a major boost from the Bollywood industry.
Tourism Australia (TA) in partnership with Tourism and Events Queensland (TEQ) has collaborated with Pritish Nandy Communications (PNC) and Balaji Motion Pictures Limited for the movie – Shaadi Ke Side Effects.
The movie shot in Queensland sees Bollywood actors Farhan Aktar and Vidya Balan bring alive the charm on Australia on the silver screen at Gold Coast.
Speaking about the association, Nishant Kashikar, country manager for India & Gulf at Tourism Australia said, ‘Featuring in Hindi films is a great way of reaching out to a wide audience base and we are glad to have collaborated with established brands of this industry to showcase Australia as an ideal romantic getaway. Through the journey of the lead actors, the audience will get to see a very tempting glimpse of Gold Coast. The film’s release coincides with our integrated brand campaign in the media and we are optimistic that it will further enhance the appeal for Australian holidays this season.’
To leverage the film association, Tourism Australia (TA) and Tourism and Events Queensland (TEQ) are implementing a promotional campaign with television and print commercials and PR and social media initiatives highlighting experiences undertaken by the lead cast that can be replicated by Indian travellers.
Ross Gregory, international director for eastern markets at Tourism and Events Queensland said, “Tourism and Events Queensland is delighted to have worked in partnership with Tourism Australia and with Pritish Nandy Communications on this spectacular Bollywood opportunity and for being the preferred Australian destination to film the background images for the very romantic song ‘I’m Sorry Tumse Pyaar Ho Gaya’ from the blockbuster Shaadi Ke Side Effects. This will showcase to a vast Indian audience what the Gold Coast is famous for, from the 70 km of pristine white sandy beaches, world class theme parks, the magnificent Hinterland the best year round weather a holiday destination can offer.”
Australia has seen a steady increase in visitor arrivals from India. Close to 16,300 Indian visitors travelled to Australia during November 2013, bringing the total for the year ended November 2013 to 173,500, an increase of 13.5% relative to the same period previous year. India is also the 11thlargest source market in terms of expenditure.