Bollywood Hungama partners with The Tourism Authority of Thailand

Company Brief

Mumbai, March 26, 2010

Any Bollywood movie is incomplete without larger-than-life sets and exquisite locations. From the snow capped mountains in Switzerland to the aquamarine beaches in South Asia, Bollywood films have been a great platform to capture these locales and promote them as must-visit destinations.

Taking the association of Bollywood & Tourism a step forward, Bollywood Hungama, India's premiere Bollywood & music site, has launched an exclusive zone ‘Destination Bollywood' to promote ‘Amazing Thailand' as a tourist destination. The zone has been created further to Bollywood Hungama's association with The Tourism Authority of Thailand.

According to recent reports, marketing impact of Bollywood movies shot in Thailand has been one of the key reasons for the growing number of tourist visits to the region. Commenting on the association, Chattan Kunjara Na Ayudhya, Director, The Tourism Authority of Thailand said, "The Tourism Authority of Thailand (TAT) is extremely proud to promote Amazing Thailand on www.bollywoodhungama.com. The website brings together seamlessly two eternal passions of India - Bollywood and travel. Thailand is the preferred holiday destination for over 6 lakhs Indians every year, and what better way to publicize the country than through the most popular Bollywood portal of India. Since movies and travel are both things you do in your free time, Amazing Thailand and Bollywood Hungama is a truly perfect match."

Destination Bollywood covers vital information on Thailand such as – when to travel, best places to visit, culture, people, climate etc. It also showcases a visual tour of the various locations of the city/country covered in Bollywood films. Visitors can also enjoy quick chats with Bollywood celebrities who have toured and traveled Thailand. The zone also features interviews with these celebrities on their favorite experiences in Thailand. The zone also hosts contests where visitors can participate and win a trip to the featured destination.

Yatra.com, one of India's largest and leading online travel companies, has partnered with Bollywood Hungama & The Tourism Authority of Thailand to provide instant booking options to consumers visiting Destination Thailand. "We are glad to tie up with Bollywood Hungama for an online advertising engagement in association with The Tourism Authority of Thailand. At Yatra.com we believe in bringing destination awareness, showcasing new products which others don't & we choose new innovative ways to do so. This tie up with you has proved to be fruitful after looking at the responses & the stats. We are confident that with this activity we would be able to divert more traffic to Thailand along with repeat customers to experience what they missed when they visited last time" added Ashish Kishore, Vice President Retail & Outbound, Yatra Online Pvt. Ltd.

Bollywood Hungama is a part of Hungama Digital Media, South Asia's largest digital entertainment company. Speaking on the association with The Tourism Thailand Authority of India, Siddhartha Roy, COO, Hungama Digital Media said, "Apart from reaching out to a vast number of audiences, Bollywood Hungama is also a great platform for brands to leverage their association with the Indian film industry. Today, Thailand & other regions in South Asia are fairly popular with our film-makers. Film-stars too, enjoy visiting these destinations for leisure breaks. With Destination Bollywood, we are attempting to create an information zone for audiences who wanted to keep themselves updated on tourist destinations visited by their favorite Bollywood celebrity."

Located in Southeast Asia, Thailand is an all time favorite holiday destination for people across the globe. It is a country of beaches. The sapphire sea and sandy beaches are perfect for relaxation and also offer the best backdrop for romantic getaways. It is also a shopper's paradise. For those who love adventure there are plenty of water sports to indulge in.

For further information, please contact:

Genesis Burson-Marsteller

Ruchi Verma

Mobile: +91-9820024293

Email: ruchi.verma@bm.com