ast year's Bollywood blockbuster, Krrish tried to showcase the tourism potential of Singapore, yet it could not bust the notion that "There is not much to do in Singapore". To address that negative perception, Singapore Tourism Board (STB) tied up with STAR Plus' comedy show Baa Bahoo aur Baby (Friday-Sunday, 9:30 PM) in March this year, for in-programme embedding.

A study by AC Nielsen, on behalf of STB, claims that the campaign had an effect �there was a 20 per cent increase in Indian tourists visiting Singapore in May, compared to the same period last year. Prior to the campaign, in the month of March, 50,860 Indian travellers visited Singapore � an increase of only 800 visitors from last year. However, immediately after the campaign, claims the STB, the pace picked up and in April, 59,180 Indian tourists visited Singapore compared to 53,516 last year. In May, 97,544 Indians visited the city-state compared to only 80,677 in the corresponding month last year. ... more