Singapore Tourism Board (STB) has taken its destination marketing into streaming with The Great Indian Family Holiday: Singapore Edition, a four-episode series now live on JioHotstar from 31 October. The show follows four Indian celebrity families as they trade daily routines for multi-generational experiences across Singapore.
Four families, one destination
The cast brings different family dynamics. Actor Pratik Gandhi explores the city with three generations of his family; television host Maniesh Paul and his wife Sanyukta Paul travel with their children; actor Sameera Reddy appears with entrepreneur husband Akshai Varde; and comedian Atul Khatri brings his family. Across the episodes, the families visit HyperDrive, Chinatown, Mandai Rainforest Adventure, Singapore Oceanarium, the Peranakan Museum and Wings of Time in Sentosa.
STB Area Director for India, Middle East and South Asia Serene Woon frames the series as a deliberate shift from brochure-style promotion: the board wants to show Singapore through “real families, real moments and the kind of joy that simply can’t be scripted.”
Pratik Gandhi’s comment underlines the emotional pull: he points to “so many firsts” across generations, and says the family returned with “memories that all of us, across generations, will carry with us for the rest of our lives.” That multi-generational memory promise is the campaign’s central insight.
A booking path built into the content
The distribution and commerce choices are the real marketing story. Rather than hiding the series on a brand channel, STB placed it exclusively on JioHotstar, where Indian families already spend viewing time. The Cleartrip partnership then shortens the path from inspiration to purchase: curated holiday packages, including itineraries inspired by the featured families, are live on the platform.
- Multi-generational casting: one show can speak to grandparents, parents and children at the same time.
- Experience-first storytelling: attractions appear as family moments rather than a feature checklist.
- Commerce loop: Cleartrip packages turn a viewing session into a bookable itinerary.
Why this matters for marketers
For travel, lifestyle and entertainment marketers, this is a clean content-to-commerce model. The campaign does three jobs at once: it builds destination salience for Singapore, creates family-led proof of experience through recognisable faces, and gives viewers a direct purchase path.
The lesson is less about production polish and more about architecture. When marketers cast real family units instead of solo influencers, they broaden the conversation from a couple’s getaway to “everyone finds their moment.” Pairing that content with a booking partner is what turns an emotional watch into a measurable funnel.
The streaming window gives STB earned reach beyond a 30-second ad, and the Cleartrip packages create a retargeting surface for viewers who finish an episode. For Indian marketers, this is a reminder that a travel campaign can be both a brand builder and a performance channel if the right partners sit along the journey.
Source: MediaNews4U
