‘Cocktail’ comes to Cape Town
“Cocktail” is one of the most anticipated films of 2012, so this association gives us an opportunity to convert cinemagoers into visitors to South Africa. This is our first attempt at associating ourselves with a film through a TV commercial campaign and we are confident of the success of this association. - Hanneli Slabber, Country Manager, South African Tourism, India
South African Tourism has launched a lively television commercial to coincide with the release of the much anticipated Homi Adajania film, ‘Cocktail’.
Together with Illuminati Films, South African Tourism has announced the release of the commercial, which stars Saif Ali Khan, Deepika Padukone and Diana Penty. It was extensively shot in Cape Town, South Africa, giving South African Tourism a major opportunity to promote the destination to the Indian market.
The 30-second commercial, featuring iconic Cape Town destinations and locales, highlights fun experiences targeted at young adults. The 10-day campaign is currently being aired on television channels across India.
Hanneli Slabber, Country Manager, South African Tourism in India, said, ‘"Cocktail" is one of the most anticipated films of 2012, so this association gives us an opportunity to convert cinemagoers into visitors to South Africa. This is our first attempt at associating ourselves with a film through a TV commercial campaign and we are confident of the success of this association.’
One of the main movie soundtrack songs, an upbeat dance number called ‘Tumhi ho Bandhu’, was shot at a specially created set at Maidens Cove, against spectacular views of Table Mountain, Camps Bay and the Twelve Apostles mountain peaks.
‘Shooting in Cape Town, where the film’s characters go for a holiday, became a dream holiday for the film team too. Shooting for "Cocktail" in Cape Town was as delightful an experience for us as are the experiences portrayed in the movie,' said Homi Adajania, the film's director.
Slabber says the TV commercial campaign highlights the best that Cape Town has to offer Indian travellers: ‘The movie showcases the star cast having a fun-filled holiday in South Africa and it blends perfectly with our positioning as being an exhilarating, fun and memorable holiday destination. This association gives us an unprecedented opportunity to showcase South Africa on the Bollywood stage and reach out to a vast section of the Indian movie-going audience,’ she said.