Tourism New Zealand Enlists Rajkummar Rao and Patralekhaa as Brand Ambassadors for #BeyondTheFilter Campaign

Tourism New Zealand today launched its latest campaign, #BeyondTheFilter, featuring renowned actors and real-life couple Rajkummar Rao and Patralekhaa. Set amidst the stunning, unspoiled landscapes of Aotearoa New Zealand, #BeyondTheFilter encourages Indian travellers to seek more than just a holiday, a sense of fulfilment, renewal, and genuine discovery. 

In an age where travel often appears through the lens of perfectly curated Instagram images and heavily edited content, #BeyondTheFilter offers a refreshing alternative. The campaign responds to the increasing fatigue among Indian travellers with manufactured ‘Instagram-worthy’ moments, instead highlighting sincere experiences that require no embellishment.

Filmed across New Zealand’s North Island, the mini-series captures Rajkummar Rao and Patralekhaa’s journey through visually stunning and emotionally enriching scenes. From discovering serendipity at the historic Sanctuary Mountain, to the thrill of Auckland’s pristine waters and Taupō’s majestic skies, and embracing Māori hospitality and kinship – manaakitanga and whānaungatanga – at The Haka Shop, the couple shed their reservations as they explore New Zealand’s most raw and authentic offerings.

“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”, said Rao. 

Patralekhaa added, "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."

As Indian audiences increasingly seek an escape from digital overload and crave authentic human connections, New Zealand offers a compelling antidote. Its ancient forests, stunning coastlines, and towering mountains are brought to life through vibrant local communities, delivering unparalleled experiences that social media simply cannot replicate.

“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.”

The mini-series will be released in stages on newzealand.com/in and through our official channels. Advertising campaigns will also run across digital platforms and social media. Whether planning your next getaway or simply dreaming of one, #BeyondTheFilter invites you to experience Aotearoa New Zealand not through a screen, but with your whole heart — where the most beautiful moments are those you live, not just share.