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Sambhar Mafia - Cooked To Kill!

Thursday, July 07, 2005

Take the movie route to lure the Indian tourist

Business Line reports that Singapore Tourist Board (STB) has inked a deal with Rakesh Roshan’s Filmkraft to film a major portion of the Hrithik’s forthcoming movie in S’pore. This looks like a win-win deal for both the parties as Filmkraft will get some sops because of selecting Singapore and in return S’pore will get to promote some of its tourist attractions through the film. A part of popular Tamil mega-serial Metti Oli was also shot in Singapore. The STB worked together with the producers in this serial as well.

The Indian traveller is becoming more and more affluent and countries like S’pore and Switzerland are using the movie route to attract the tourist dollars. Although I don’t know the exact way in which Switzerland is promoting the filming of Indian movies, they seem to be attracting lot of Indian tourists especially after some of the Shah Rukh Khan and Yash Chopra movies were shot there. The Swiss government chose to honour Yash Chopra for his help in promoting Switzerland as a tourist destination.

The State governments (in India) do charge the filmmakers for shooting the movies in public places. Given the crowd problems in India, it becomes quite difficult to shoot films in public places. Due to some of these monetary and non-monetary reasons, filmmakers are increasingly opting for the cool confines of foreign countries.

If the same London Tower Bridge, Swiss Alps, Twelve Apostles, Niagara Falls, Petronas Towers and Sydney Harbour Bridge are going to be shown in each and every song sequence, people are going to grow sick and tired of it. They might as well see Discovery Travel and Adventure Channel, as they don’t have to bear with the ‘white’ group dancers clad in desi costumes.

With Bollywood becoming more and more prominent, it is better that we showcase India to the world (through our movies). TIME Magazine had recently come up with a list called "The Best of Asia" and Bollywood was mentioned as the "Best Place to Dream of Stardom". Tourism Minister Renuka Choudhury can utilize some of her lavish ad budgets to project Indian tourist destinations. Movies like Bride & Prejudice would have been excellent opportunities to do this as they were targeted at the international audience and not just the Indian filmgoer. Movies can also be used as a medium to promote domestic tourism in India. With the growing popularity of Budget airlines, domestic tourism will get a quantum jump if things fall in place.


  • The 2012 Olympic venue selection in Singapore is also a good move by the govt.

    By Blogger Maran, at 12:50 PM  

  • I think indian government should also try and use wide reach of Indian movie industry. Come IIFA, there are more ways of increasing FDI,like this at time amsdertam BW reported that Indian government didnt have single representative at a Business Forum, using contacts this way is better than implementing controversial tax reforms.

    By Blogger anubhav, at 1:05 PM  

  • Kaps, lovely topic and something very close to my heart. Tourism! And also, domestic tourism. The Incredible India tourism campaign has been a major hit abroad and has attracted millions ( well, actually a million or two ) to come to India. Unfortunately, the poor ground level support has left many people vexed and who have returned carrying a very poor impression of india. Unless our infrastructure improves, any amount of spending will not help! :)

    By Anonymous Ravi, at 1:09 PM  

  • I remember Harrod's in Lndon once had a bollywood theme - and within two months, selfridges or some such large store had followed - and the whole thing was a huge hit! all garish posters and faux silk costumes and UGH.
    but your point is right - bollywood can be used very well to promote tourism in India-

    By Anonymous Charu, at 1:19 PM  

  • these is so mush india had to offer to the tourist..i guess the infrastructure should be improved...

    my colleagues who had gone to the US for work..had this to say..the people there were shocked and surprised that two poeple from the same country talk totally different alnguages and follow different customs within the same religion...that 's how colourful india is ....the indian people are both its strength and weakness...

    By Blogger monu, at 1:31 PM  

  • During the screening of YUVA in Singapore during IIFA last year, they started promoting.. and finally it seems it is moving. Good marketing govt.

    By Blogger Ram.C, at 2:55 PM  

  • films r a medium that companies have just discovered, indian government ll discover it in another 40 years, when well be talking of some digital medium, indian govt,
    always late, annal never with the latest!
    (shamelessly copied from baba!)

    By Blogger ada-paavi!!!!, at 3:03 PM  

  • Naan kooda en blog-a pesaama next mega serialla use panna solla poren..

    By Blogger ioiio, at 4:22 PM  

  • singapore machan doi...
    hope we promote our cultural sites also in the same way as singapore does...
    in anniyan vikram makes a very valid point abt singapore..hope u had mentioned abt that..btw how did u feel abt anniyan.. i think it rocked..sorry for digressing..

    By Blogger harry, at 7:32 PM  

  • Kaps..very nice post...so informative on indian tourism!!
    and yeah...indian film industry is doing like a good ambassador!!

    By Blogger Gangadhar, at 9:17 PM  

  • ungaluku business week dhaan bible-a?

    i think a lot of ppl(indians) are exploring india now...a lot of my friends visit unknown tourist destinations for vacation...& most of the beauty we see are available in india too..but infrastructure is pathetic...

    By Blogger capriciously_me, at 12:05 AM  

  • "would have been excellent opportunities to do this as they were targeted at the international audience and not just the Indian filmgoer."

    SO TRUE. I couldn't agree more!

    By Blogger GratisGab, at 12:46 AM  

  • >> "Best Place to Dream of Stardom"

    really? I am pretty surprised! Coming to think of it ... just dream of stardom, not really stardom! so, ok lah!

    By Blogger G3, at 10:42 AM  

  • A good topic and a nice blog ! Will visit soon and comment in detail. Thanks for visiting my blog.

    By Blogger Kasthuri Srinivasan, at 2:28 PM  

  • excuse me - Malaysia does the same, tourism through movies, million and 1 ads, F1, games and much! If I'm not mistaken the regulations were lowered to make shooting in Malaysia more feasible and the tourism ministry holds regular talks with key producers from around the world!

    Thats one of our main revenues!

    By Blogger visithra, at 12:37 PM  

  • @Maran,
    S'pore spent quite a lot of money for the olympics show.

    I also read that Indian Business was not represented at amsterdam

    Infrastructure needs to be improved so that the visitors can have a pleasant experience.

    the bollywood themes by harrods, selfridges and other UK stores were featured prominently in the Indian press

    That's why they coined the term Incredible India

    hvn't seen anniyan as yet. comparing india to s'pore may not be an apple to apple comparison.

    Thanx 4 dropping by

    @Kasthuri Srinivasan,
    Thnax 4 dropping by

    Malaysia is Truly Asia.....can't argue with u on this.

    By Blogger Kaps, at 4:37 PM  

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