Tourism New Zealand today unveiled its new campaign, #BeyondTheFilter, starring celebrated actors and real-life couple Rajkummar Rao and Patralekhaa. Set against the breathtaking, raw beauty of Aotearoa New Zealand, #BeyondTheFilter invites Indian travellers seeking more than just a holiday — it promises a feeling of completeness, rejuvenation, and discovery.
Moving Beyond Perfectly Curated Moments
In an era where travel is often reduced to perfectly curated Instagram posts and heavily filtered content, #BeyondTheFilter offers a refreshing alternative. The campaign addresses the growing fatigue among Indian travellers with manufactured ‘Instagram-worthy’ moments, instead celebrating genuine experiences that need no enhancement.
A Cinematic Journey Across New Zealand
In the campaign’s cinematic mini-series, filmed across New Zealand’s North Island, Rajkummar Rao and Patralekhaa embark on a journey that is both visually captivating and emotionally enriching.
From finding serendipity within the ancient Sanctuary Mountain and turning up the thrill along Auckland’s pristine waters and Taupō’s majestic skies, to embracing the powerful expression of manaakitanga and whānaungatanga (deeply-rooted Māori hospitality and kinship) at The Haka Shop, the couple shed their inhibitions as they experienced parts of New Zealand’s North Island in its rawest, most authentic form.
Finding Connection Through Travel
“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 Rajkummar Rao.
“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,” added Patralekhaa.
Bringing the Message to Life
“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% unfiltered.”
