10th July, 2025: Tourism New Zealand today unveiled its new campaign, #BeyondTheFilter, starring celebrated actors and real-life couple Rajkummar Rao and Patralekhaa. Set against the breathtaking, raw beauty of Aotearoa New Zealand, #BeyondTheFilter invites Indian travellers seeking more than a holiday, but a feeling of completeness, rejuvenation and discovery
In an era where travel is often reduced to perfectly curated Instagram posts and heavily filtered content, #BeyondTheFilter offers a refreshing alternative. The campaign addresses the growing fatigue among Indian travelers with manufactured ‘Instagram-worthy’ moments, instead celebrating genuine experiences that need no enhancement.
In the campaign’s cinematic mini-series, filmed across New Zealand’s North Island, Rajkummar Rao and Patralekhaa embark on a journey which is both visually captivating and emotionally enriching. From finding serendipity within the ancient Sanctuary Mountain and turning up the thrill along Auckland’s pristine waters and Taupō’s majestic skies, to embracing the powerful expression of manaakitanga and whānaungatanga (Deeply-rooted expression of Māori hospitality and kinship) at The Haka Shop, the couple shed their inhibitions as they experienced parts of New Zealand’s North Island in its most raw and authentic form.
“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”, said actor Rajkummar Rao.