South African Tourism promoted destination with ‘Cocktail’

Launched a co-branded TVC across channels like MTV, Channel V, ETC, Zing, Star Movies, HBO and NDTV Good Times

BestMediaInfo Bureau | Delhi | July 16, 2012

South African Tourism and Illuminati Films has launched an exclusive TVC campaign to promote tourism to South Africa. The release of TVC campaign was released last week in order to coincide alongside the release of the much-anticipated Homi Adajania film “Cocktail”. The film starring Saif Ali Khan, Deepika Padukone and Diana Penty has been extensively shot in Cape Town, South Africa, and hence presents a huge opportunity for South African Tourism to promote the destination among Indian travelers.

South African Tourism has created a 30 sec co-branded TVC advertisement using apt footage comprising picturesque locales and fun experiences of South Africa. The 10 day TVC campaign is on air since 6^th July across channels like MTV, Channel V, ETC, Zing, Star Movies, HBO and NDTV Good Times. Tapping into South Africa’s varied and fun experiences, “Cocktail” features three friends in the movie – Saif Ali Khan, Deepika Padukone and Diana Penty, visiting Cape Town for a holiday together, which also marks a turning point in the movie’s story line. The TVC campaign targeting young adults and couples brings out the message that Cape Town in South Africa offers travelers a truly unique fusion of fun, exciting, adventurous and memorable holiday experience to take home and treasure.

The TVC:

Commenting on this new initiative, Hanneli Slabber, Country Manager, South African Tourism, said, “We are really excited to be associated with “Cocktail” on this TVC campaign and we want to showcase the best that Cape Town has to offer to Indian travelers. The movie showcases the star cast having a fun-filled holiday in South Africa and it blends perfectly with our positioning as being an exhilarating, fun and memorable holiday destination. This association gives us an unprecedented opportunity to showcase South Africa on the Bollywood stage and reach out to the vast section of movie going audience.”

“Cocktail is one of the most anticipated films of 2012 and hence this association gives us an opportunity to convert cinema goers into visitors to South Africa.” Slabber added.

“Shooting in Cape Town, where the film’s characters go for a holiday, became a dream holiday for the team of the film too. Like the fun-filled movie, shooting for Cocktail in Cape Town was as delightful an experience for us,” said Homi Adajania, Director of the film.

“Saif was more into sun bathing on the beaches, while Deepika, Diana and I preferred shark diving and whale watching, where we were locked in cages and lowered into the ocean near sharks and whales” Chuckles Homi.

One of the main songs of the movie ‘Tumhi ho Bandhu’, an upbeat dance number, was shot at a specially created set at Maidens Cove. The perfect weather and spectacular views of Camps Bay, Table Mountain and The Twelve Apostles Mountain Range, made it the perfect venue to shoot the fun-filled song.

On the other hand, Deepika and Diana floored the director with their voracious appetites. “Both girls are hardcore foodies. Deepika can eat anyone under the table, while Diana eats so much that she should be called Diana Plenty!” The cast and crew of the movie feasted on the South African delicacy – the Kingklip fish, frequently visiting popular eateries on Long Street and at the Victoria and Alfred Waterfront. Saif’s favorites include Beluga restaurant, Belthazar restaurant, and many more.

Homi went on to say how all South Africans are outdoorsy, fun-loving people who prefer to sprint on the roads in the night, while weekends to them mean adventure sports.

Indian tourist arrivals to South Africa in March 2012 saw a jump of close to 34.5%. The country has definitely become one of the favourite destinations amongst Indians as the travel numbers have increased from 5308 in March 2011 to 7138 in March 2012. According to the latest figures South Africa has received 21,139 Indians between Jan 2012 – March 2012 which is a jump of 23.1% when compared to the same period last year.

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