Australia projects Bollywood face to draw tourists

Published on : Wednesday, February 26, 2014

Tourism-QueenslandIndi is the largest producer of films in the world and Australia isn’t unaware of this fact. In a bid to attract more Indian tourists to its shores, Tourism Australia, in partnership with Tourism and Events Queensland, collaborated with Pritish Nandy Communications (PNC) and Balaji Motion Pictures (BMPL) on an in-film integration for their latest venture -‘Shaadi Ke Side Effects’ (Side Effects of a Marriage), to promote Australia as the perfect choice for romantic holidays.

In the film, Indian actors Farhan Akhtar and Vidya Balan bring alive the charm of Australia on the silver screen as they serenade to a peppy love track set against the backdrop of Gold Coast.


Speaking about the association, Nishant Kashikar, Country Manager – India & Gulf, 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 and Tourism and Events Queensland 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, Eastern Markets, 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 song.


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. We look forward to the movie generating the excitement amongst the Indian audience and encouraging them to visit Gold Coast that is “Famous for Fun” in Queensland”.




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