Hong Kong Tourism Board x Ram Charan: Esquire India Cover
Introduction
Hong Kong was viewed as a corporate stop for Indian travellers, with South India lacking emotional ties to it as a luxury leisure destination. HKTB sought credibility with this audience without the expense and risk of a traditional celebrity endorsement campaign.
Services
Immersive Brand Storytelling
Content Strategy & Production
The Insight
To create effective advertising, collaborate with celebrities by giving them a story they genuinely want to share, making the destination aspirational through association rather than mere assertion. Authenticity requires that all parties involved benefit from the collaboration.
Our Solution
We built a destination cover for Esquire India featuring Ram Charan in 2026: 16+ pages of high-fashion travel editorial, three distinct covers, shot on location at Rosewood Hong Kong. We structured the deal so HKTB paid for hospitality, location production support and a partnership fee, not a celebrity talent fee. Esquire got a marquee cover. Ram Charan got a world-class editorial story, amplified to his 24M Instagram followers. Hong Kong got entry into the South India luxury market in a single content asset.
Business Impact
~10X — ROI on HKTB investment $2.5M — Earned media value