Tourism Market

NSW launches Bollywood-style campaign to lure Indians

SYDNEY

The NSW government has launched a Bollywood-themed tourism campaign inviting Indian tourists to “hug time” in Sydney and other parts of New South Wales.

The campaign features commercials by Sydney-based Bollywood director Anupam Sharma, in which Indians pining for loved ones in New South Wales are surprised with tickets to visit them for “jhappi time”.

The Hindi word “jhappi” means hug.

NSW premier Barry O’Farrell said India was a country with a young population and a rapidly growing middle class. “Trying to tap into that tourism stream is incredibly important,” he said at the campaign launch.

Full report here Guardian

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