Set against the breathtaking, raw beauty of Aotearoa New Zealand, #BeyondTheFilter invites Indian travellers seeking more than a holiday, but a feeling of completeness, rejuvenation and discovery.
In an era where travel is often reduced to perfectly curated Instagram posts and heavily filtered content, #BeyondTheFilter offers a refreshing alternative. The campaign addresses the growing fatigue among Indian travellers with manufactured ‘Instagram-worthy’ moments, instead celebrating genuine experiences that need no enhancement.
In the campaign’s cinematic mini-series, filmed across New Zealand’s North Island, Rajkummar Rao and Patralekhaa embark on a journey which is both visually captivating and emotionally enriching. From finding serendipity within the ancient Sanctuary Mountain and turning up the thrill along Auckland’s pristine waters and Taupō’s majestic skies, to embracing the powerful expression of manaakitanga and whānaungatanga (Deeply-rooted expression of Māori hospitality and kinship) at The Haka Shop, the couple shed their inhibitions as they experienced parts of New Zealand’s North Island in its most raw and authentic form.
“We’re seeing a strong shift among Indian travellers toward experiences that are personal, present, and emotionally meaningful, and New Zealand is uniquely positioned to meet this growing demand. #BeyondTheFilter is part of our continued commitment to showcase New Zealand as more than just a beautiful destination — it’s a place where culture, nature, and connection come together to offer something truly enriching”, said Gregg Wafelbakker, Regional Director Asia, Tourism New Zealand.
“Rajkummar and Patralekhaa bring this message to life with their honesty and relatability. Their love for mindful travel and grounded presence make them the ideal voices for a campaign that encourages Indian travellers to embrace what’s real, heartfelt, and 100% unfiltered”.
The mini-series will be released in phases on newzealand.com/in and owned channels; with advertising campaigns going live across digital channels and social platforms.
