Gone are the days when the world saw India with a homogenised view of elephants, Bollywood, and butter chicken. Don’t misunderstand us, we love our adorable elephants, dance-worthy music, and the creamy butter chicken. But India has always been more than that. It is uniquely diverse and it is time that the world sees us for it. In a first-of-its-kind move, India’s Ministry of Tourism has signed a non-commercial Memorandum of Understanding (MoU) with Netflix. This reimagines how the world (and Indians) discover the beauties of the country. Moreover, this collaboration was recently highlighted at ITB Berlin 2026, one of the world’s most prestigious forums for tourism. Moreover, it was unveiled with the first two films of the planned ten-part promotional series by the Union Minister for Tourism, Shri Ganjendra Singh Shekhawat.
What is the vision?
Previously, Netflix has partnered with tourism boards of France for Emily in Paris and South Korea for When Life Gives You Tangerines, driving massive cultural travel trends. Now, it is time for India. By integrating real-world destinations into Netflix original shows and movies, the Ministry of Tourism seeks to ensure the magic of India is shared with over 190 countries worldwide.
What’s in the series?
The campaign uses iconic scenes from Netflix India’s hits over the past decades, from the misty hills of Kalimpong in Jaane Jaan to the mysterious shores of Andaman in Kaala Paani. However, the focus is not just on destinations, but on the heritage, music, art, food, and culture that takes a deep dive into India’s living traditions. The scenes range from musical heritage in Qala to the grace of Kathak in Heeramandi, to celebrations of Janmashtami in Yet Ballet and Holi in Do Patti, to everyday rituals of a simple Kolam in Meenakshi Sundereshwar and the intricate artistry of Bhoota Kola in Kantara.
How will it work?
This visual feast aims to build an emotional connection with the audience with a story-first approach. Beyond the traditional approach of advertisements, the narrative expertise of Netflix turns binge-watching into itineraries. As India continues to emerge as a global filming destination, this partnership makes a visionary step in blending the power of cinema, culture and tourism into a single powerful narrative. This may be quieter than beating the drums of India’s diversity. Nevertheless, each frame silently transforms into travel inspiration, making you want to quietly pack your bags and explore. Indian destinations will now be part of global shows, from iconic cities to hidden gems.
Additionally, the move is in line with the Government of India’s Incredible India 2.0 campaign. The campaign uses AI-powered tools to personalise travel experiences, real-time city exploration, and seamless bookings.
