A big-banner entertainer by Rakesh Roshan provided Singapore Tourism with a perfect platform to reach out to a wider audience in India.
Innovation
How this country gained brand mileage via Bollywood
A big-banner family entertainer by director Rakesh Roshan provided Singapore Tourism with a perfect platform to reach out to a wider audience in India while also demonstrating the diversity Singapore has to offer as a tourist destination. Singapore Tourism partnered with Krrish from the initial stages of the project, thus making the cityscape an integral part of the film.
Rebecca Lim, area director, Western India, Singapore Tourism Board says, “We threw open our entire island for filming Krrish, while also assisting in finalising locales that would synergize with the script.” The board also provided production line support, local talent and on ground logistics for the project, seamlessly weaving the city of Singapore into the story.
Lim believes that Krrish was one of the most awaited big-banner movies of the year, as well as India’s first superhero film. Thus, Singapore being the prime location of the film got its due share of publicity-apart from close to 60% of the film being shot on location in the city, there were television ads with Hrithik Roshan and Priyanka Chopra talking about how they ‘fell in love with Singapore while shooting for Krrish’.
The campaign was very successful in boosting tourists’ interest in the country, Lim adds. “Post-campaign research shows that over 90% of the respondents showed a positive disposition to visiting Singapore after watching Krrish.”
To bolster this, at the film release, Singapore Tourism launched a special Krrish package which included tours to locations in the film like the Singapore Zoo, Sentosa Island, Lau Pa Sat Market where Hrithik performed his dare-devil stunts etc, at only USD 185 for 4 days and 3 nights all inclusive.
With the success of Krrish, Lim is confident that they will achieve their target of a 10% increase in the number of Indian visitors to Singapore; last year a record 583,000 Indians went to Singapore. How’s that for in-film product placement? l
Co-ordinated by Aliya Rashid
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