The Hong Kong Tourism Board (HKTB) was joined by renowned Film School, Whistling Woods International (WWI) and bestselling Indian author Durjoy Datta to unveil the colours of its yearly marketing campaign – adapting snippets of ‘Hold My Hand’ into short films to raise awareness of Hong Kong as an exciting, vibrant and romantic travel destination among Indian consumers.
The first wave of promotion of FY 13-14 Campaign witnessed HKTB commissioning a novel, ‘Hold My Hand’ by Indian Author, Durjoy Datta. HKTB took the association forward by collaborating with creative talent house, WWI, to convert the bestselling fiction novel into Short Films. This is a unique promotional campaign for a National Tourism Board to link literature and cinema to promote a destination in India.
Three teams of contestants from Whistling Woods International travelled to Hong Kong and shot at the locations mentioned in the novel, Hold My Hand. The winning team comprising of Arbaaz Shroff, Prachi Sinha, Kaushal. S. Shah, Abhinav Agnihotri and Rishabh Rastogi along with Actors Lianne Texeira and Nakul Sahdev, were awarded by Ms. Daisy Lui, Deputy Executive Director of The HKTB and the Original Showman of Bollywood, Mr. Subhash Ghai who is also the Chairman of WWII. The winning film; Hold My Hand – Altair & Vega (http://www.youtube.com/watch?v=EwKPev5rTP4) received rave reviews from all judges including Chairman of Jury, Mr. Nagesh Kukunoor. The HKTB firmly believes that the passion of Indian consumers for books and cinema will generate huge interest in for Hong Kong, the city known for being a romantic destination.
HKTB Deputy Executive Director Ms. Daisy Lui said: “We are hounoured and thankful for the love and support shown towards us by WWI and Durjoy Datta. We hope that through our associations and cutting edge PR initiatives we will be able to consolidate Hong Kong’s presence in India and attract more visitors to Asia’s World City.”
Bollywood Producer Director and Chairman of Whistling Woods International, Mr. Subhash Ghai said, “We at WWI are glad to be associated with HKTB. Adapting a novel into short films of 5-6 minutes is never easy. After months of hard work, the students have come out with fantastic results. We wish the best for HKTB and hope to associate with them in the future as well.”