YRF and SOTC tie up to offer Switzerland experience to Indian-movie fans

By Bollywood Hungama News Network -

January 14, 2010 - 12:00 AM IST

Yash Raj Films has entered into an agreement with SOTC, the country's largest Travel & Tourism Company, and Brandinvest AG, a Switzerland-based enterprise. The partnership, signed by Mr. Yash Chopra, Chairman of Yash Raj Films, Mr. Zubin Karkaria, CEO & Managing Director of Kuoni India & South Asia, and Mr. Marco Casanova, Co-Owner & CEO of Brandinvest AG, offers a unique and once in a lifetime entertainment experience to Indians and Indian-film fans visiting Switzerland. The 'YRF Enchanted Journey' gives consumers a firsthand opportunity to live the authentic YRF experience by visiting original sites and locations in Switzerland used by Yash Raj Films, as well as engaging with various themes and elements seen in the Studio's most famous movies, including Dilwale Dulhania Le Jayenge, Mohabbatein, Veer-Zaara, Chandni, Darr and Bachna Ae Haseeno.

"We at YRF are convinced that this very special offering in Switzerland will provide a previously unattainable opportunity to a lot of Indians and fans of our 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. Moreover, 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 flagship 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 personalized walk down memory lane, and allow them to see these moments through our eyes. I am very excited to partner with India's leading travel brand, SOTC, and the highly reputed and skilled professionals at Brandinvest AG, in bringing this YRF experience to you", said Mr. Yash Chopra.

Mr. Zubin Karkaria said, "Bollywood is deep-rooted in the psyche of most Indians, and it gives us immense pleasure to be able to offer our customers a taste of Mr. Yash Chopra and Yash Raj Films' several blockbuster films shot in Switzerland. It is also an honour to be able to work with Yash Raj Films on an exclusive basis in this venture. We are convinced that this will be a very successful project, where we would be able to offer our customers an authentic Bollywood experience on our tours to Europe."

Mr. Jorg Krebs (Director Markets, Switzerland Tourism), representative of the 'YRF Enchanted Journey' Co-Host, Switzerland Tourism, added, "Switzerland is still a highly appreciated destination. Our travelers want to see our lakes and mountains and to touch our snow, of course. The 'YRF Enchanted Journey' tour spans the famous regions of Saanenland, Berne, Lucerne, Mount Titlis and Ticino and fits perfectly with our corporate strategy. Our guests can explore wonderful, dramatic landscapes and a truly diverse Switzerland experience. This first collaboration between a film studio, a tour operator and a country with a national brand, will bring fruitful results for all involved as well as new emotions and experiences for our guests."