Tourism New Zealand Launches #BeyondTheFilter Campaign Featuring Rajkummar Rao and Patralekhaa
Tourism New Zealand has unveiled its latest emotive campaign, #BeyondTheFilter, featuring real-life couple and acclaimed actors Rajkummar Rao and Patralekhaa as brand advocates. The campaign redefines traditional travel marketing by moving beyond curated, picture-perfect holidays to highlight authentic, immersive journeys across Aotearoa New Zealand. It encourages Indian travellers to reconnect with the essence of travel—being truly present amid unspoiled landscapes and meaningful human connections that transcend the camera lens.
Set against the breathtaking backdrop of New Zealand’s North Island, the cinematic mini-series captures the couple’s genuine experiences, from tranquil escapes at Sanctuary Mountain to adrenaline-pumping adventures in Taupō and Auckland, as well as intimate cultural moments at The Haka Shop. As they journey through the country, Rajkummar and Patralekhaa disconnect from digital distractions and embrace the spirit of manaakitanga (hospitality) and whānaungatanga (kinship), values deeply rooted in Māori culture.
This campaign speaks directly to a rising Indian audience that seeks more than just aesthetic travel moments — they crave purposeful, heartfelt experiences. “New Zealand gave us so much more than we expected — connection, calm, and joy,” reflects Rajkummar. Patralekhaa adds, “It allowed us to just be in the moment without needing to perform for the camera.” Their reflections perfectly encapsulate the message at the heart of #BeyondTheFilter: true travel is unfiltered and emotionally resonant.
Gregg Wafelbakker, Regional Director Asia for Tourism New Zealand, emphasized the campaign’s role in offering a refreshing counter to digital fatigue. With the phased release of the mini-series across digital platforms, the initiative aims to inspire Indian travellers to seek experiences that touch the soul — not just fill the feed.
The first episode of the series is now available on newzealand.com/beyondthefilter and YouTube.
