Friday, March 14, 2014

First ever Bollywood themed travel app launched by VisitBritain

From the aerial shots of the Big Ben to love at first sight at Trafalgar Square, long chase sequences at Covent Garden and breathtaking climax at the London Eye – Britain has always been the chief protagonist in a mega opus called the Bollywood.

To further this British-Bollywood romance, VisitBritain launched a first of its kindBollywood in Britain (BIB) Destination Movie Map in much fanfare on the eve of 12th March at Taj Land’s End, Mumbai.  The BiB Map is now available in the form of a mobile app for Android and iOS users and comes loaded with all the information that you would need to do a Bollywood themed holiday in Britain. The star studded launch party witnessed the attendance ofmany familiar Bollywood celebrities and socialites amongst others.

The unique Britain in Bollywood App has been created to engage the digitally savvy consumer with a passion for films and travel and explore the Great Britain in a fun and unconventional manner. The new age App presents a number of destinations in Britain where popular films like KabhiKhushiKabhieGham, Jab Tak Hai Jaan, Namaste London and Housefull (to name a few) have been shot and is a great way to do a little Bollywood treasure hunt while one is on holiday.Britain has always been a popular destination with Indian film makers and audiences alike. Bollywood has narrated many tales with Britain as its colorful backdrop exploring the lives and times of Indians residing in the country. The launch of the Britain in Bollywood App gives a definitive reason for moviegoers to visit Britain and relive the magical cine moments.

Delivering the key note speech, the British High Commissioner to India, Sir James Bevan, stressed on working towards strengthening the India-UK relationship vis-à-vis the ever expansive tourism and cultural exchange. The long shared history of the two nations and the Bollywood induced love affair are the perfect ingredients for the cultural potpourri between India and Britain.

Celebrating the long standing contribution of the Bollywood in the field of entertainment and tourism industry of Britain, VisitBritain also felicitated reputed filmmaker Late Mr Yash Chopra, who was  honoured posthumously for his unparalleled contribution to celebrate the picturesque Britain in innumerable films that were produced under his banner Yash Raj Films. Mrs. Pamela Chopra was present on his behalf to receive the honour. Apart from this, Karan Johar has also served as the GREAT Tourism Brand Goodwill Ambassador since May 2011 for his brilliant portrayal of Britain in all his major motion pictures which have been appreciated across the globe.

Sharing the core concept behind the unique initiative, Joss Croft, Marketing Director, VisitBritain said, “Bollywood and Britain  share a long and enriching relationship and this launch of the BIB App celebrates exactly that. Britain has seen a strong increasein the visitor figures from India last year and we intend to continue with this growth. TheApp has been built keeping in mind the demands of the utopian travelers of today who are always looking out for something new and engaging. We hope that the BIB App becomes central to the travel plans of the Bollywood aficionados across India.”

The gala evening also witnessed the showcase of an engaging video from the Sounds of Great Britain campaign - global film campaign by VisitBritain that projects traditional British sounds and activities set against Rudimental’s hit soundtrack, representing a modern, contemporary Britain, inspiring the world to choose Britain for their next holiday.

The BiB App launch witnessed the first-of-its-kind congregation of the iconic British brands in India at one juncture. Brought together by UKTI, brands like CuteCircuit, Twinnings, SunitaMukhi, Marks& Spencer stood testimony to the valued traditions and continued relationship of Great Britain with India. The British automobile icon Mini Cooper celebrates its association with VisitBritain and presented a quirky photo car booth which captured the attention of guests and attendees alike. Etihad Airways, a key partner in this campaign was also present at the venue to celebrate its continued relationship with Britain with a business class lounge for the esteemed guests and honorary attendees. Taj Hotels, London showcased two of their spectacular London properties, Taj 51 Buckingham Gate Suites & Residences and St. James’ Court, A Taj Hotel. Both 51 Buckingham Gate & St. James’ Court are luxury redefined and a perfect abode for the Bollywood loving Indian visitor in Britain.

The next time you pack your bags for an enthralling break to Britain, make sure to take a Bollywood Safari while you are at it. Relive the beautiful moments of cinematic intelligence and the romance of some of the biggest contemporary Bollywood classics by being a part of the history with the BiB App.