Tourism New Zealand has launched its latest brand campaign, #BeyondTheFilter, starring popular Indian actors and real-life couple Rajkummar Rao and Patralekhaa. The initiative urges Indian travellers to go beyond chasing ‘Instagram-worthy’ shots and instead seek out genuine, emotionally rich experiences across New Zealand’s stunning North Island.

Shot across breathtaking landscapes from the ancient Sanctuary Mountain to Māori cultural hubs like The Haka Shop, the campaign captures the couple’s journey as they immerse themselves in everything from Auckland’s vibrant waters to thrilling adventures in Taupō’s skies. It’s a story of connection — with each other, with local communities, and with nature.

“Travel for us has always been about connection — with each other, with nature, and with people we meet along the way. New Zealand gave us that and so much more, making our time together truly unforgettable,” shared Rajkummar Rao.

Patralekhaa added, “In a world where we're constantly curating our lives for social media, New Zealand gave us permission to just be present. The experiences were so beautiful and genuine, we found ourselves putting our phones down and simply living in the moment.”

The campaign speaks directly to today’s Indian travellers who increasingly crave deeper, more personal journeys — free from the pressures of social media perfection. Gregg Wafelbakker, Regional Director Asia, Tourism New Zealand, noted, “We’re seeing a strong shift among Indian travellers toward experiences that are personal, present, and emotionally meaningful. Rajkummar and Patralekhaa bring this message to life with their honesty and relatability.”

The #BeyondTheFilter mini-series will roll out in phases on newzealand.com/in and across various digital platforms. It’s an open invitation for travellers to discover moments so genuine they don’t need a screen to be remembered.