VisitBritain along with Turkish Airlines as their travel partner have launched their latest Bollywood Britain – Shaandaar campaign, carrying forward their Bollywood association in India. This campaign is in association with the Indian Film Industry’s prominent film label, Dharma Productions. Shahid Kapoor and Alia Bhatt, who star in the rom-com Shaandaar, were seen at the launch event promoting the film’s alliance with destination Britain and the locations where the film has been shot extensively.
Bollywood Britain – Shaandaar, a contest based campaign, launches the TVC with a strong digital focus in association with sponsor partner Turkish Airlines. The airline is offering two couple business class flights to Britain for the lucky winners to go explore the British countryside. This guide draws special focus on all the serene landscapes of Britain where iconic Bollywood films have been shot.
Bollywood fans have been experiencing Britain through films over the years; often these films are around romance and families. The beauty and romance of the destination, well captured in these films, provide the perfect setting for film lovers to visit and experience this in Britain for themselves. Memories, Passion & Adventure are the latest offerings of the Bollywood themed campaign that VisitBritain has undertaken in India this year. Britain welcomed over 390,000 visitors from India in 2014, making India the biggest source market for visitor numbers from the BRIC markets. Therefore, the need to create bespoke campaigns that appeal to the Indian visitors is a priority for VisitBritain. The synergies with the film Shaandaar are well matched, as the film has been extensively shot in the English Countryside.
Mehmet Akay, general managers, Turkish Airlines said, “We are delighted to be the airline partner of choice, for the VisitBritain – Shaandaar campaign. Britain is one of the most picturesque places in the world; an ideal romantic get-away with its scenic beauty, food and nightlife. Turkish Airlines flies daily to Britain from across 109 countries via Istanbul, with quick three hour connectivity. The Airline has one of the best services to offer to its business class travellers. Turkish Airlines flies to more countries than any other airline. Because of our superlative services we have been also chosen by Skytrax as ‘the Best Airline in Europe’ for five years in a row. We would love the campaign winners to widen their experience and make their travel unforgettable with Turkish Airlines.”
Sumathi Ramanathan, regional manager for Asia Pacific and Middle East, VisitBritain said, “We are very pleased to be working with this movie and the fantastic star cast in it. We are honoured to have partnered with Dharma productions for this campaign. Britain is known for its lush countryside and picturesque locations and this opportunity helps us celebrate that and much more. We hope that this film is a blockbuster and encourages all the Indian travellers to come relive their Bollywood memories in Britain.”