MUMBAI: Yash Raj Films (YRF) has entered into an agreement with SOTC and Brandinvest AG. The partnership, signed by YRF chairman Yash Chopra, Kuoni India and South Asia CEO and MD Zubin Karkaria, Brandinvest AG co-owner and CEO Marco Casanova offers a unique entertainment experience to Indian film fans visiting Switzerland.
The YRF Enchanted Journey gives consumers a firsthand experience too live the authentic YRF experience by visiting original sites and locations in Switzerland used by YRF, as well as engaging with various themes and elements seen in YRF’s movies like Dilwale Dulhania Le Jayenge, Mohabbatein, Veer Zaara, Chandni, Darr and Bachna Ae Haseeno.
Chopra said, “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.”
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 honor 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.”
“We are proud to have developed with our partners, Yash Raj Films and Kuoni, an innovative tour concept that we will implement in our home country of Switzerland. We feel honored by the trust of Yash Raj Films and Kuoni and are convinced that our product offering will be very well-received by the multitude of YRF fans around the world. It is because of Mr. Yash Chopra and his films that Switzerland has become a dream destination for many Indians, and we are confident that through this unparalleled experience we will give audiences some truly memorable moments in Switzerland that they will cherish for a lifetime,” added Casanova.