December 9, evening unveiled the much awaited Bollywood Blockbuster ‘Made in France’ Befikre.
With Aditya Chopra reinterpreting contemporary love with Befikre, the first of its kind launch on October 10th of the trailer set in Paris was etched in film history. Set primarily in Paris and entirely in France, Befikre is free spirited and embodies the French freedom of expression through a contemporary story of two young protagonists, Dharam and Shyra, who find love in an impulsive, engaging series of experiences.
Full of Parisian spirit, it celebrates love – sensual, carefree and focused on living life to the fullest celebrating the renowned French art de vivre or unique way of life. The Befikre cast touched down in France in early May and shot the film entirely Made in France for 52 days.
This first ever Bollywood movie to have been truly ‘Made in France’ right from romancing at its myriad locations in Paris, Picardy and Cannes, to personifying the quintessential French lifestyle. It has been a delightful experience for us to have been a part of this journey right from handpicking and showcasing locations in France with the Yash Raj team to embarking on a path breaking launch pad of releasing the film’s trailer in Paris as hospitality partners alongside Accor group of Hotels.
Shot in picturesque locations in the castles of Picardie, along the glamourous sea side in Cannes to encapsulating the myriad charms of the French Captial PARIS Befikre is undoubtedly an unprecedented showcase of the country on the silver screen enchanting the audience to fall in love with France like never before and explore its unparalleled treasure trove of tourism offerings. Atout France has been privileged in being an instrumental partner right from being the guiding beacon to put the spot light on tourism highlights in terms of location to playing hospitality partner along with Accor for the historic launch in Paris and flagging the Befikre spirit through a spectacular soiree at the iconic Eiffel Tower.
Truly a moment in Indian cinematic history the Eiffel Tower was host to the glamourous unveiling of the rushes of Befikre by none other than the Mayor of Paris alongside the Indian Ambassador to France and the lead couple. An elegant soirée a la Francaise at the Residence of His Excellency the Ambassador of France to India Mr Ziegler in November unveiled the song “Khulke Dulke” as the lead actors performed and walked the ramp showcasing Diva’ni’s sumptuous collection of bespoke ensembles. The Embassy Garden was transformed into a jardin Parisian replete with décor detailing exuding Parisian charm. Pullman Accor, Air France, Pernod Ricard and Atout France played host and indulged guests in delectable French cuisine and spirits.
In Mumbai, a select gathering of key influencers in the media and travel fraternity were invited to an apéritif a la Francaise highlighted by the glamourous Lido de Paris and Bateaux Parisien dancers that received guests. The evening was followed by a private screening in the chic setting of the Insignia Lounge at INOX Nariman Point co-hosted by Atout France and LIDO DE PARIS – Bateaux Parisiens.
In Kolkatta the travel agency Vayu Seva hosted a private screening in conjunction with Atout France.
Last but definitely not the least, to immortalise the film the lead actor will soon be spotted in Paris’ iconic Musée Grévin and his path will be traced by leaders in the Indian travel industry proposing unusual trails and discovering Paris and France in the Befikre spirit.