Tourism New Zealand recently launched their innovative campaign, #BeyondTheFilter, featuring acclaimed actors and real-life couple Rajkummar Rao and Patralekhaa. Set against the stunning backdrop of Aotearoa New Zealand, this campaign aims to attract Indian travelers seeking not just a holiday, but a sense of fulfillment, rejuvenation, and true discovery.
In a time when travel experiences are often condensed into curated Instagram posts, #BeyondTheFilter provides a refreshing perspective by encouraging genuine interactions over contrived moments. This cinematic mini-series encapsulates the visually striking and emotionally enriching journey of the couple across New Zealand’s North Island, highlighting its ancient Sanctuary Mountain and inviting experiences along Auckland’s pristine waters.
“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.” — Rajkummar Rao
Often, the overwhelming pressure of social media leads to the curation of false narratives about travel experiences. The campaign underscores the importance of authenticity, prompting audiences to put their devices down and fully immerse themselves in their surroundings.
“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.” — Patralekhaa
This longing for authentic relationships over superficial engagements positions New Zealand as a perfect destination, wrapped in ancient forests, majestic coastlines, and peak experiences.
“We’re noting a significant shift among Indian travelers toward experiences that are meaningful and personal — New Zealand is uniquely equipped to cater to this requirement,” states Gregg Wafelbakker, Regional Director Asia at Tourism New Zealand. He further remarks, “Through their honesty and relatable nature, Rajkummar and Patralekhaa embody the essence of our campaign, which encourages travelers to pursue real, heartfelt adventures.”
Whether planning a trip or merely dreaming about one, #BeyondTheFilter calls upon you to engage with Aotearoa New Zealand wholeheartedly — where life’s exquisite moments lie not in what we post but in what we live.
