For Singapore Tourism Board and BookMyShow, it’s a Win-Win Partnership for ‘My Singapore Connect’
by Mugdha Gaonkar Entertainment | November 24, 2020 | Interview
My Singapore Connect BookMyShow Singapore Tourism Board Marzdi Kalianiwala GB Srithar
In a bid to engage with consumers from India, the Singapore Tourism Board (STB) recently partnered with leading entertainment destination BookMyShow (BMS), to give users a glimpse of the iconic culture and beauty of Singapore through ‘My Singapore Connect’.
This initiative brings together acclaimed talents from India and Singapore, through a four-part web series which will be released exclusively on the streaming platform BookMyShow Online, on November 28 and 29 and December 5 and 6.
In an exclusive interview with EVENTFAQS Media, Marzdi Kalianiwala, Head - Marketing and Business Intelligence, BookMyShow and GB Srithar, Regional Director, India, Middle East & South Asia, Singapore Tourism Board (STB), share insights about their consortium, experience of working on the ‘My Singapore Connect’ initiative and more.
Tenets of the partnership
Speaking about the partnership between Singapore Tourism Board and BookMyShow, Srithar said, “Over the last few months, we have leveraged the technology space and have come up with several interesting initiatives to ensure that Singapore is top of mind for our consumers. Earlier, we had associated with Zomato for a digital initiative ‘Zomaland@home’ which featured renowned artistes from both India and Singapore showcasing their talents and passions across food, music, stand-up comedy and more. We had also partnered with Tripoto for a microsite which serves as a one-stop guide for Indian travellers with content that encourages them to ‘Rediscover Now, Travel Later’ to Singapore.
“Continuing the stride of innovative and interesting partnerships, we have now collaborated with BookMyShow to give users a glimpse of the iconic culture and beauty of Singapore. A true reflection of the initiative’s tagline ‘Where Passions Meet’, the web series celebrates creativity across various art forms, including film-making, music, food and comedy through interesting, candid conversations between renowned artistes from both the countries. Each episode will be headlined by an Indian artiste in an engaging interaction and conversation with their Singaporean counterpart, giving consumers a rare opportunity to know more about, and see a different side of them, as they share stories of their passion for their respective crafts.”
Working on the initiative
Kalianiwala said, “Our collaboration with the Singapore Tourism Board is a reflection of this spirit and an extension of the variety of offerings on BookMyShow. India and Singapore have a shared culture with love and enthusiasm for all out-of-home experiences. BookMyShow’s extensive capabilities with robust data analytics, customer insights and an entertainment-loving user base of millions of loyal consumers along with STB’s rich and deep understanding of the cultural ethos of Singapore as one of the most loved global travel destinations meant this partnership was a natural fit. We are excited to extend this unique experience to and offer our consumers, an opportunity to be a part of enriching conversations amongst renowned artistes through the virtual experience of the ‘My Singapore Connect’ initiative.”
Having witnessed a phenomenal uptake for virtual experiences across genres during the national lockdown, BookMyShow was confident about taking the virtual route for this initiative. “Thoughtfully curated, creatively directed and produced by our partners at Big Bad Wolf, ‘My Singapore Connect’ brings together renowned artistes from India and Singapore, bonding over their passion for food, film-making, music and comedy. With the current restrictive conditions where physical meetings and travel are not possible, this campaign aims at staying connected with consumers in India in these extraordinary times whilst giving them a glimpse of the iconic culture and locations of Singapore. We look forward to taking the ‘My Singapore Connect’ initiative to the next level by enabling the artistes to meet in person in Singapore, when normalcy returns and travel is possible, to turn their inspirations to reality across their art forms. With this campaign, we are excited to expand our repertoire of offerings for partner brands, thus fuelling this segment further,” added Kalianiwala.
The content line-up
“The exciting line-up will feature Chef Ranveer Brar, a MasterChef India judge, who will partner with Chef Bjorn Shen, a MasterChef Singapore judge, to share their culinary pursuits, passion for food and what keeps them busy when they are not cooking. Zoya Akhtar, critically acclaimed director-producer and Boo Junfeng, an award-winning Singapore film director will share how they unwind after a hectic filming schedule, why food plays a prominent role in deciding a shoot location and what first excited them to pursue film-making,” Srithar said.
“Audiences will witness the candid bonhomie between Singapore’s home-grown DJ and music producer Manfred Lim (Myrne) and Prateek Kuhad, singer-song-writer who was among the line-up of international artistes at the off-track entertainment gala at the 2016 Formula 1 Singapore Grand Prix and see them perform their music sets and chat about how they keep their fans engaged during this pandemic and the urge to perform live once again. Varun Thakur, Indian comedian who performed in Singapore in 2018 and Sharul Channa, Singapore female stand-up comedy artiste, will reminisce the time they met in Mumbai, upcoming gigs they are planning and test each other on who can remember the most number of shopping brands at the Changi Airport,” added Srithar.
Cultural and social engagement
Sharing his thoughts, Srithar said, “Given the extraordinary times, this association is unique and the content we have developed will leverage the ever-growing and evolving virtual medium, keeping the audiences engaged and entertained. These videos will not only enthrall audiences with lesser known facts about the artistes from both countries, but also showcase familiar and beautiful localities in Singapore for audiences who are waiting to travel again.
While travel restrictions are still in place, the STB wants to ensure that viewers get to experience Singapore virtually from the comfort of their homes, discover new passions and to forge a deep connection and love for the destination. We are confident that audiences will consider their own future travels and how they could live up their passions in Singapore, when the time is right.”
In an exclusive interview with EVENTFAQS Media, Marzdi Kalianiwala of BookMyShow and GB Srithar of Singapore Tourism Board discuss the ‘My Singapore Connect’ initiative that launches on Nov 28.