Dharma Productions x Singapore Tourism Board: Jigra
Introduction
Singapore Tourism wanted to own a category, not run a campaign: become South Asia's premier filming destination. That requires landing a marquee Bollywood production, the highest-prestige proof point in destination marketing.
Services
Influencer Marketing
Content Strategy & Production
The Insight
A single A-list film does more for destination aspiration than years of paid media, because it embeds the destination inside a story the audience chooses to watch. Secure the production, don't buy placement.
Our Solution
Using our extensive network in the Indian film industry, we brought Dharma Productions on board for the filming of Jigra, directed by Vasan Bala and starring Alia Bhatt and Vedang Raina.
Over 50% of the filming for Jigra was carried out in Singapore. Working closely with Singapore Tourism Board, we managed location clearances, regulatory coordination and contract negotiation to feature seven iconic landmarks, including Victoria Theatre, Anderson Bridge, Helix Bridge and Marina Bay Sands.
Business Impact
- 6+ follow-on production conversations generated
- Filming-destination mandate established for Singapore