New Delhi, January 17: Indian tourists and Bollywood fans visiting Switzerland will now be able to “relive the on-screen romance” of Shahrukh Khan and Kajol in ‘Dilwale Dulhaniyan Le Jayenge’, that of Rishi Kapoor and Sridevi in ‘Chandni’ and that of Hrithik Roshan and Kareena Kapoor in ‘Mujhse Dosti Karoge’.
A new tie-up between Yash Raj Films (YRF), SOTC and Switzerland-based Brandinvest AG provides Bollywood lovers a much needed opportunity to visit the original sites and locations used by YRF in memorable films like ‘Dilwale Dulhaniyan Le Jayenge’, ‘Mohabbatein’, ‘Veer-Zaara’, ‘Chandni’, ‘Darr’, ‘Mujhse Dosti Karoge’, ‘Mere Yaar Ki Shaadi Hai’ and ‘Bachna Ae Haseeno’.
The agreement signed by YRF with SOTC, a part of the Kuoni Travel Group, India, the country’s largest Travel & Tourism Company, and Brandinvest AG, a Switzerland-based enterprise, offers a unique and once in a lifetime entertainment experience to Indians and Indian-film fans visiting Switzerland to live the authentic YRF experience by engaging with various themes and elements seen in the studio’s most famous movies.
Titled ‘YRF Enchanted Journey’, the experience will be provided under a partnership signed earlier this week by producer, director and Chairman of YRF Yash Chopra, the CEO and Managing Director of Kuoni India and South Asia Zubin Karkaria and Co-Owner and CEO of Brandinvest AG Marco Casanova.
Speaking about the tie-up, Yash Chopra, called the ‘Baadshah of Romance’ for bringing to cinegoers in India legendary romances like ‘Humraaz’, ‘Waqt’, ‘Chandni’, ‘Lamhe’, ‘Darr’ and ‘Veer Zaara’, said,”I have lived some of the most intense and emotional moments of my life in Switzerland and I have used its spectacular locales extensively in a number of my films that have been seen and loved by millions worldwide.
I feel it is only apt that I now share this journey with YRF fans through a personalised walk down the memory lane, and allow them to see these moments through our eyes. I am very excited to partner with Indias leading travel brand, SOTC, and the highly reputed and skilled professionals at Brandinvest AG, in bringing this YRF experience to you.” The ‘YRF Enchanted Journey’ in Switzerland is a marriage between YRF and Switzerland, two brands which have come to be synonymous with each other over the years.
Where, on one hand, YRF boasts of being a leading brand in the world in the area of filmmaking, Switzerland too is a premium brand with mesmerising appeal of its locales. The ‘YRF Enchanted Journey’ encapsulates salient features of both these experiences and merges them into one unique entity that can be directly accessed by YRF fans worldwide.
From the unforgettable scenes by Shahrukh Khan in ‘DDLJ’ with Kajol, ‘Mohabbattein’ with Aishwarya Rai Bachchan to ‘Veer Zaara’ with Shahrukh Khan and Preity Zinta and ‘Darr’ with Juhi Chawla, the enchanted journey will bring the tourists face-to-face with some of YRF most famous films.
The ‘YRF Enchanted Journey’ also plays host to scenic spots visited by Rishi Kapoor and Sridevi in ‘Chandni’, Hrithik Roshan and Kareena kapoor in ‘Mujhse Dosti Karoge’, Abhishek Bachchan and Rani Mukherjee in ‘Laga Chunri Mein Daag’, Ranbir in ‘Bachna Ae Haseeno’ and Uday Chopra in ‘Mere Yaar Ki Shaadi Hai’.
Chopra said this very special offering in Switzerland would provide a previously unattainable opportunity to a lot of Indians and fans of Bollywood films. “It is a unique entertainment product that we are bringing to the market that promises to be a showcase offering for tourists visiting Switzerland.
Film Studios across the globe have slowly shifted their focus to creating derivative ‘entertainment experiences’ around their actual movies, such as theme parks for instance, and we feel that this very innovative approach is a natural extension of the YRF brand of entertainment and provides a very personal experience for our audiences, something that has never been done before by an Indian entertainment brand,” the filmmaker said.
——-Agencies