Bollywood boost for Australia

Tourism Australia (TA) in partnership with Tourism and Events Queensland (TEQ) collaborated with Pritish Nandy Communications (PNC) and Balaji Motion Pictures Limited (BMPL) on an exciting 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 superstar actors, Farhan Akhtar and Vidya Balan bring alive the charm of Australia on the silver screen as they serenade to the peppy love track ‘I’m Sorry Tumse Pyar Ho Gaya’ (I have fallen in love with you) in the sunshine city of Gold Coast.

A romantic high point of the film, the song features onscreen characters Sid and Trisha enjoying special intimate moments against iconic Gold Coast experiences. 

Their sojourn included a self-drive experience in the Gold Coast hinterland, frolicking along the beach at Surfer’s Paradise, cuddling a koala during a visit to Dreamworld and living it up while enjoying the night life of the city. Their journey culminates in a wedding proposal on a hot air balloon flight. Composed by ace music director, Pritam Chakraborty, a trailer of the soundtrack released by the film-makers has been receiving good reviews and feedback, an indication of the high anticipation of the film amongst the Indian cinema audience.

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 (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. As a unique promotional activity, when Farhan Akhtar and Vidya Balan were invited as special guests of the popular celebrity dance reality show ‘Nach Baliye’ on Star Plus, they shared their experience of filming in Australia and also gave away a special Australian holiday package to the champions, won by the popular TV couple Ritwick Dhanjani and Asha Negi.

Ross Gregory, Tourism and Events Queensland International Director, Eastern Markets 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. 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".

Alpana Mishra, CEO at Balaji said, “We are very happy to associate with Tourism Australia. Innovative and disruptive ways of association are always what we as Producers look for and this gave us an ideal opportunity to do the same. It isa very good brand fit with the film.”

Ishita Pritish Nandy, Chief Brand Strategist, Pritish Nandy Communications who worked on the integration with the Tourism Australia says, "Our association with Tourism Australia has been an absolute joyride. From scouting for locations to working on the creative screenplay of the song to a seamless execution, Tourism Australia and Tourism and Events Queensland were involved at every stage. Needless to say, the song 'I'm Sorry Par Tumse Pyaar Ho Gaya', composed by Pritam, is one of the highlights of the film and with Farhan and Vidya, playing the iconic characters of Sid and Trisha, it's one to watch out for. In-film integrations like these are our constant endeavor and we're very proud of our association with Tourism Australia."

Australia has witnessed a solid increase in visitor arrivals from India which is currently its 10th largest inbound tourism market. There were 16,300 visitors from India during November 2013, bringing the total for the year ended November 2013 to 173,500, an increase of 13.5 per cent relative to the same period previous year. India is also the 11thlargest source market in terms of expenditure.