“Patra… maine kal raat ek sapna dekha — unche pahaad, gehri nadiya, baadlon ka shehar tha…”
These words open a breathtaking journey led by real-life Bollywood couple Rajkummar Rao and Patralekhaa, as they step into the soul-stirring landscapes of Aotearoa in a travel series by Tourism New Zealand.
Titled #BeyondTheFilter, the cinematic five-part mini-series captures the duo not as actors, but as wanderers — embracing the rawness of the land, its untamed beauty, and the authenticity that defines New Zealand.
Episodes 1, 2 and 3, now released, unveil their intimate encounters with the country's lush forests, ancient traditions, and sacred customs. From the spine-tingling energy of the Māori haka to serene moments amidst native birdsong and greenery, the series draws viewers into a world where connection matters more than curation.
Photo: Screengrab/Tourism New Zealand
"Maori culture doesn’t shy away from the raw, the real or the ugly," narrates Rao, as the screen shifts to a powerful haka performance — fierce yet welcoming — a gesture of deep honour for their guests.
Snippets from the upcoming episodes hint at more magic: the couple soaring above dramatic landscapes in a helicopter, diving into water sports, and stepping into the mythical world of Hobbiton — all woven into a story not of tourism, but of transformation.
This initiative is a part of Tourism New Zealand's new campaign #BeyondTheFilter in India, aiming to position the country as an “authentic, less-crowded” destination for travellers.
A spokesperson for Tourism New Zealand told RNZ that the mini-series targets Indian consumers who are increasingly seeking unfiltered travel experiences focused on genuine connections and rejuvenation, rather than curated social content. The campaign highlights New Zealand’s landscapes, unique cultural and wellness experiences, and cuisine, while promoting the appeal of travelling during autumn. The spokesperson said the season's cosy weather, settled conditions, and smaller crowds help address digital fatigue among the target audience. The campaign also aligns with the agency’s global 100% Pure New Zealand brand, which promotes connection and fulfilment.
Photo: Screengrab/Tourism New Zealand
The agency has partnered with travel companies such as Thomas Cook to improve package conversions and has distributed the mini-series across its own platforms as well as those of its partners. The spokesperson said the campaign has so far performed well, with a launch event in Mumbai attended by 33 media outlets. The event generated a reach of 379 million and received 100 percent positive sentiment.
Tourism New Zealand had earlier rolled out a winter marketing campaign in March in Mumbai aimed at Indian visitors. India remains New Zealand’s fifth-largest visitor market, with 81,400 arrivals from India in the year to 31 May. The spokesperson told RNZ that this figure represents a 5.5 percent decline compared to the previous year, but a 122 percent recovery compared to pre-Covid arrivals in 2019.
Indian tourists are considered vital to year-round tourism, with 75 percent of arrivals occurring outside the December-February summer period. On average, Indian visitors stay for 17 days, and 40 percent travel to four or more regions.
The spokesperson said India offers a strong opportunity to convert interest into actual travel. With 14 million people in Mumbai, New Delhi, and Bengaluru actively considering a trip to New Zealand, the potential market is large, though conversion rates remain low. The alignment between India’s holiday calendar and New Zealand’s shoulder seasons was identified as a key factor in developing year-round tourism opportunities.
As part of the strategy to boost arrivals, Tourism New Zealand selected Rajkummar Rao and Patralekhaa as key opinion leaders capable of reaching a significant number of people actively considering travel to New Zealand. In 2015, Bollywood actor Sidharth Malhotra was appointed as the agency’s first brand ambassador in India.
When asked about its approach to selecting ambassadors, the spokesperson said Tourism New Zealand strategically chooses high-profile advocates or influencers to support its campaigns. These advocates are described as trusted, well-known individuals who can share stories and support authentic destination marketing on the agency’s behalf, RNZ reported.