Tourism New Zealand has launched its new campaign, #BeyondTheFilter, featuring actors and real-life couple Rajkummar Rao and Patralekhaa. Set against the natural landscapes of Aotearoa New Zealand, the campaign targets Indian travellers seeking more than a holiday, offering a sense of rejuvenation and discovery.
In an age where travel is often presented as carefully curated Instagram posts and heavily filtered images, #BeyondTheFilter presents an alternative. The campaign responds to growing fatigue among Indian travellers with staged Instagram-worthy moments by promoting genuine experiences that require no enhancement.
The campaign’s cinematic mini-series, filmed across New Zealand’s North Island, follows Rajkummar Rao and Patralekhaa on a journey that is both visually engaging and emotionally meaningful. The couple explore locations including Sanctuary Mountain, Auckland’s waters, and Taupō’s skies, while experiencing the Māori concepts of manaakitanga and whānaungatanga – expressions of hospitality and kinship – at The Haka Shop. The series presents New Zealand’s North Island in a natural and authentic way.
As Indian audiences increasingly seek relief from digital pressure and value authentic connections over staged content, New Zealand positions itself as an alternative. Ancient forests, coastlines and mountains are brought to life by the local people, offering experiences that social media cannot capture.
The mini-series will be released in phases on newzealand.com.in and on official channels, supported by advertising campaigns on digital platforms and social media.
“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 per cent unfiltered.”
