Singapore Tourism Board has moved from destination ads to destination programming. On October 31, JioHotstar premiered The Great Indian Family Holiday: Singapore Edition, a four-episode branded travel series built around four celebrity families exploring Singapore.
The series puts Pratik Gandhi with three generations of his family, Maniesh Paul with his children, Sameera Reddy with husband Akshai Varde and their family, and comedian Atul Khatri with his family. Their route includes HyperDrive, Chinatown, Mandai Rainforest Adventure, Singapore Oceanarium, the Peranakan Museum, and Wings of Time in Sentosa. Sameera Reddy and Akshai Varde’s itinerary also touches MegaZip, Harry Potter: Visions of Magic and Night Safari, while Atul Khatri’s family focuses on food discoveries in Chinatown.
A marketing stack, not just a show
For media planners, this is a compact example of tourism marketing working the full funnel.
- Attention: four celebrity-led family stories on a major OTT platform.
- Desire: attractions and experiences shown through family reactions rather than a destination reel.
- Action: a Cleartrip partnership offers curated Singapore packages inspired by the families’ itineraries.
STB Area Director Serene Woon frames the goal as memory over imagery: “not through a brochure, but through real families, real moments and the kind of joy that simply can’t be scripted.” That is a positioning line, but it also explains why the board chose long-form OTT over a 30-second spot: family travel decisions are made across generations, and a series gives the destination time to land with each one.
What to watch
The launch does not carry a public viewership or conversion target, so the real test is downstream. Marketers should track completion on the four episodes, search lift for Singapore packages, and any uplift in Cleartrip itinerary bookings. Views alone would flatter the format; the business case is whether the show moves Indian families from watching to planning.
Source: bollywoodHungama.com
