Star Plus partners with Switzerland Tourism; All set to create programming innovation

Star Plus continues to innovate as ever as it collaborates with Switzerland Tourism to create a programming landmark in its numero-uno show Saath Nibhana Saathiya by shooting its week long content in the beautiful locales of Switzerland. Switzerland - synonymous with dream sequences in Bollywood movies or the most desired location for mega blockbusters will find new fans in more than 80 million viewers who watch Star plus weekly in India.

Switzerland Tourism has tied up with Cox and Kings, their key partner in India who has been organizing tours for the last 250 years and who have the expertise in both group and tailor-made tours to Switzerland, to handle the logistics of the shoot in Switzerland.

Speaking on this first-of-its-kind innovation on Indian television, Suzana Ghai, Head of Fiction programming, Star Plus says, "It's a great opportunity to bring dream destinations like Switzerland closer to our viewers who otherwise would catch only glimpses in big Bollywood movies. We are confident that our viewers will have a joyride with their favorite Parivaar from Star Plus."

Michael Maeder, Managing Director, Switzerland Tourism, India, said "Promoting Switzerland through films was always very successful for us and we see the same potential in working with the TV medium. By having a shoot in Switzerland of such a popular soap like Saath Nibhaana Saathiya we get a chance to bring Switzerland's beauty directly to people's homes and therefore, their hearts."

According to Karan Anand”Head, Relationships and Supplier Management, Cox and Kings Ltd, ``Switzerland has always been the top draw amongst Indian travelers with its stunning locale and friendly people. We also endeavour to introduce new destinations in Switzerland every year as it has something for every age group. We believe that this television show will definitely increase the appeal of the destination."

Kevin Vaz, President, Ad Sales, Star India said, "Star is committed to providing the most innovative solutions to brands across categories which seamlessly integrate with content and enhances consumer engagement for our clients. Switzerland tourism wanted to connect with a larger audience at an emotional level. STAR Plus show Saath Nibhana Saathiya served as an ideal platform to showcase this beautiful and exotic country."

Scheduled to shoot between April 20 & April 28, the cast and crew will leave country on April 19. The show promises to showcase the beautiful sites such Lake Geneva Region, Ticino and Lucerne that would take viewers on an incredible tour exploring the beauty of the city.

The entire cast & crew of Saath Nibhaana Saathiya is currently in high spirits. The lead protagonist of the show, Gopi aka Jiaa Manek can't hide her excitement as she says, "When we heard the news, we thought that the creative team was playing a prank on us, but were ecstatic when we learnt that we will be actually traveling. I am really looking forward to it and am sure that all of us will have a great time."