Tourism Fiji Launches New #BulaHappiness Campaign In India With Bollywood Star Ileana D'Cruz

Industry Watch | August 7, 2018 | News

Tourism Fiji

Gorgeous white sandy beaches, clear blue water and sunny skies can be found at several places around the world. However, rarely is it combined with the warmth of a culture that exudes a distinct aura of impeccable hospitality. With over 300 islands, resplendent Fiji transports you to a land of pure bliss from the very first ‘Bula’. Bringing a little bit of heaven to India, Tourism Fiji unveiled its new brand campaign, #BulaHappiness with their Brand Ambassador, Bollywood starlet, Ileana D’cruz. 

The campaign video launched in Mumbai amidst the presence of Ileana D’cruz; High Commissioner of the Republic of Fiji, His Excellency Mr. Yogesh Punja; Regional Manager Asia, Ms. Kathy Koyamaibole and Country Manager India, Ms. Seema Kadam; and other Fiji Partners.

The perfect blend of sandy shores, green interiors and warm, friendly people is what Fiji is all about and Tourism Fiji’s new campaign video exemplifies this beautifully. The video encapsulates Ileana’s experience during her visit, highlighting some of the best places and unparalleled experiences in Fiji. 

Commenting on the new campaign, Ms. Seema Kadam, Country Manager India, Tourism Fiji said, "India holds a lot of potential for us as far as tourism is concerned and a lot of focus is driven towards the growth of the market. From 2016-2017, there has been a 30% increase in Indian nationals visiting Fiji.  During the first quarter of this year, we recorded a rapid growth of 27.8% as compared to 2017, making India one of the fastest growing tourism source markets, for Fiji. With Ileana as our Brand Ambassador, we aim to showcase through this campaign video, a first-hand experience of what Fiji has to offer and hope that more and more Indians experience this beautiful country”

Also, commenting on the partner roles, she said, "Fiji has everything you require for MICE or for a social event. The culture, the adventure, the cuisine... For Indians, there is a lot on offer as the destination is relatively untapped and the experiences can be exclusive. There are a wide range of resorts and now, there is improved connectivity from two main hubs - Singapore and Hong Kong. We are seeking to tap the creme de la creme of the country and welcoming them with a warm Bula! From the uber-luxury to the budget luxury, there are multiple options available for tourists to explore."

Bollywood Star and Tourism Fiji’s Brand Ambassador, Ileana D’Cruz said, “I love travelling and Fiji has always been on my travel bucket list. Associating with Tourism Fiji is not only a great opportunity but also a novel and unparalleled experience. Fiji is not only about the beautiful beaches. The food, culture, people, adventure, all together make this gorgeous place, one big playground for the entire family. Shooting for this campaign in Fiji was one of the most memorable and unforgettable experiences I have ever had.”

Tourism Fiji’s campaign was launched at the Fiji Roadshow, which is being held from 7 to 10 August,  across all the metropolitan cities in India – Mumbai, Delhi, Kolkata and Bangalore, respectively. Tourism Fiji Partners – Fiji Airways, Fiji Marriott Resort Momi Bay, Matamanoa Island Resort, Namale Resort & Spa Fiji, Sofitel Resort & Spa Fiji and The Pearl Resort are also a part of this roadshow. The partners will be highlighting what makes Fiji the next big destination for Indians, the visitor attractions and some of the unparalleled experiences that one can get only in Fiji.


The campaign, #BulaHappiness, sets on a happiness quest in Fiji, by capturing the true spirit of the Bollywood actor’s visit to the country.

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