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Bollywood has a huge influence on Indian consumers. To take advantage of this connection, we invited various personalities from the Indian film industry, including directors, actors and a designer, to find inspiration in Hong Kong. Their journeys were recorded and followed by media from the Indian market. We also spun off another initiative from their trips, namely a guidebook with their personal recommendations and experiences.
More than 400,000 hard copies were printed and inserted into magazines with substantive readership, such as Femina and Outlook, and there is an e-book version in the India section of discoverhongkong.com.
We also embarked on a partnership with Colors TV, in which Hong Kong was featured in 14 30-minute episodes, including the milestone 1,000th episode of the prime-time drama Sasural Simar Ka.
