VISITBRITAIN APPOINTS SAIF ALI KHAN TO PRAMOTE BOLLYWOOD BRITAIN CAMPAIGN

VisitBritain 

appoints 

Saif Ali Khan 

as spokesperson 

for 

‘Bollywood

Britain’

 campaign

Celebrity video promotes 

‘Romance in Britain’ 

tracing Bollywood film locations in the UK

Mumbai: VisitBritain, the national tourism agency for Britain, today announced the appointment of the Nawab of Pataudi, Saif Ali Khan, as the spokesperson for the 'Bollywood Britain’ tourism campaign in India.

The ‘Bollywood Britain’ campaign showcasing Romance is the latest evolution of the Bollywood themed campaigns that the tourism board has undertaken in India over the past years. With over 50 movies filmed in Britain, mostly themed around romance, the destination provides the perfect setting for couples to celebrate love and romance whilst on holiday. Aimed at honeymooners and couples seeking a romantic getaway, the campaign highlights different movie locations featuring some of the most popular Bollywood blockbusters starring the biggest names in Bollywood including Saif Ali Khan.

According to VisitBritain’s Regional Manager for Asia Pacific & Middle East, Sumathi Ramanathan, in 2013, Britain welcomed over 375,000 visitors from India (a 10% increase from the previous year) making India the biggest source market for visitor numbers from the BRIC markets. Therefore the need to create bespoke campaigns that appeal to the Indian visitors is a priority for VisitBritain. Through films shot in Britain, Bollywood fans have been experiencing Britain through films over the years. The beauty and romance of the destination, well captured in the films, provides the perfect setting for film lovers to visit and experience the romance of Britain as seen in their favourite movies. The ‘Bollywood Britain’ campaign showcasing Romance enables Indian visitors to discover and explore more of Britain includingthe cities and countryside locations which were featured in manyBollywood films including Saif’s own mega hits like Cocktail and Love AajKal.

Speaking on the occasion Saif Ali Khan said, “My family and I have a deep connection with Britain that spans everything from cricket to culture and education. A number of family holidays across Britain, watching my father and grandfather play cricket at famous cricketing grounds like the Lords, and of course studying there, has created a bond for me with the place that is unlike my relationship with any other country. I think there is so much that Britain has to offer a visitor – from breathtaking countryside, toshared history; the finest in culture that’s so interwoven with our own in many ways, food to thrill any gourmet, theater, museums, music, festivals and more. This is why Bollywood has so favored Britain as a destination and the itinerary that takes visitors on a route of Bollywood’s location favorites is sure to delight.”  

The press event also showed a video film anchored by the star that celebrates the quintessential connect of the Hindi film lover with the Romance in Bollywood films. The video also highlights Saif’s personal connection with Britain and his plans for his future holidays in Britain.

Sumathi adds, ‘At VisitBritain, we are delighted to have Saif as our spokesperson for the campaign. His films set in Britain, particularly in the romantic genre,have inspired many Bollywood fans and as a frequent visitor to Britain, Saif is a genuine and passionate advocate of the destination.”

The ‘Bollywood Britain’ campaign teaser was launched in mid-February with a digital contest where 2 lucky couples will be selected to visit the film locations and experience the romance that Britain has to offer. The highlight of the campaign is Saif’s association and his endorsement of Britain as a much loved film location and as a setting for romance in Bollywood. This is being followed by the launch of ‘’Romance in Britain’ holiday packages by VisitBritain’s partner travel agency, TUI. These holiday packages provide the option for visitors to visit key Bollywood film locations set in London, Oxford, Manchester, Cardiff and Edinburgh and will be available at all TUI retail outlets in India from 10^th March 2015.

About VisitBritain

VisitBritain is the national tourism agency of the UK, a non-departmental public body, funded by the Department for Culture, Media and Sport, responsible for promoting Britain worldwide and developing its visitor economy.

Our mission is to grow the value of inbound tourism to Britain, working with a wide range of partners in both the UK and overseas. Through our global reach, we aim to increase visitor spend to all parts of Britain and improve Britain’s ranking in the eyes of international visitors.