Tourism ministry partners with Netflix to showcase Indian destinations
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New Delhi: The Ministry of Tourism has announced its first collaboration with Netflix to promote the diversity and cultural richness of Incredible India through the streaming platform’s content.
“This collaboration with Netflix reflects our shared commitment to showcasing India’s cultural richness and diversity,” said V. Vidyavathi, Secretary, Ministry of Tourism.
The partnership will highlight Indian landscapes and destinations already featured in Netflix productions, such as the Nilgiri forests in the Academy Award-winning The Elephant Whisperers, the Andaman Islands in Kaala Paani, Punjab in Amar Singh Chamkila, Rajasthan in Mismatched, and the misty hills of Kalimpong in Jaane Jaan.
As part of the agreement, the Ministry and Netflix will explore ways to integrate travel destinations into original storylines, ensuring both creative storytelling and tourism promotion.
Monika Shergill, Vice President, Content, Netflix India, said: “Through this partnership with the Ministry of Tourism, we’re not just reaffirming our commitment, we’re celebrating the very soul of India, its diversity, its people, and its voices. Together, we hope to create more opportunities for local talent and communities to thrive, and to share the magic of India with the world.”
Netflix has filmed in over 100 cities across 23 states in India, the widest footprint among international streaming platforms. This is its first collaboration with a tourism body in South Asia, following similar partnerships in France, Indonesia, Korea, Thailand, Spain, Brazil and Greece.
Meanwhile, Diljit Dosanjh, who played the lead in Amar Singh Chamkila, has been nominated for Best Actor at the International Emmy Awards. Directed and co-written by Imtiaz Ali, the film tells the story of Chamkila, often called the “Elvis of Punjab,” whose provocative music captured the realities of rural Punjab in the 1980s. The film traces his rise from a Dalit labourer to a folk icon known for his bold lyrics, before his unsolved assassination in 1988 while performing on stage with his wife Amarjot.