Mumbai: Tourism New Zealand has launched its latest campaign, #BeyondTheFilter, starring acclaimed actors and real-life couple Rajkummar Rao and Patralekhaa as brand advocates. The evocative campaign invites Indian travellers to go beyond curated, social media-perfect experiences and embrace the raw, emotional beauty of Aotearoa New Zealand.
Set across New Zealand’s stunning North Island, the cinematic mini-series showcases the couple on a journey of connection, self-discovery, and cultural immersion. From the ancient stillness of Sanctuary Mountain to the adrenaline-fuelled skies of Taupō and warm welcomes of Māori hospitality at The Haka Shop, #BeyondTheFilter captures the essence of travel that is both visually breathtaking and soulfully enriching.
“Travel for us has always been about connection — with each other, with nature, and with people we meet along the way. New Zealand gave us that and so much more, making our time together truly unforgettable,” shared Rajkummar Rao.
“In a world where we’re constantly curating our lives for social media, New Zealand gave us permission to just be present. The experiences were so beautiful and genuine, we found ourselves putting our phones down and simply living in the moment,” added Patralekhaa.
Commenting on the campaign, Gregg Wafelbakker, Regional Director Asia, Tourism New Zealand, said, “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.”
He added, “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 #BeyondTheFilter mini-series will roll out in phases across digital platforms and Tourism New Zealand’s official website (www.newzealand.com/in), accompanied by campaigns across social and digital media. The first episode is now live at www.newzealand.com/beyondthefilter.
As more Indian travellers seek meaning over metrics, and emotion over aesthetics, Tourism New Zealand’s latest campaign presents an invitation to rediscover travel in its purest form — not for the ‘gram, but for the soul.
