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Cox & Kings teams up with Switzerland Tourism to create programming Innovation on Star Plus
~ Shoots special episodes of Saath Nibhaana Saathiya in Switzerland ~

16th, April 2011

Mumbai, April 16th, 2011: In a new programming innovation, Cox & Kings Ltd. has teamed up with Switzerland Tourism to create a programming landmark in Star Plus' numero-uno show, Saath Nibhana Saathiya by shooting its week long content in the beautiful locales of Switzerland. Switzerland - synonymous with dream sequences in Bollywood movies or the most desired location for mega blockbusters will find new fans in more than 80 million viewers who watch Star plus weekly in India. Cox and Kings, the longest established travel company in the world since 1758 has the expertise in both group and tailor-made tours to Switzerland and will handle the logistics of the shoot in Switzerland.

Speaking on this first-of-its-kind innovation on Indian television, Suzana Ghai, Senior Executive Producer, Star India says, "It's a great opportunity to bring dream destinations like Switzerland closer to our viewers who otherwise would catch only glimpses in big Bollywood movies. We are confident that our viewers will have a joyride with their favorite Parivaar from Star Plus."

Michael Maeder, Managing Director, Switzerland Tourism, India, said "Promoting Switzerland through films was always very successful for us and we see the same potential in working with the TV medium. By having a shoot in Switzerland of such a popular soap like Saath Nibhaana Saathiya we get a chance to bring Switzerland's beauty directly to people's homes and therefore, their hearts."

According to Mr Karan Anand-Head, Relationships and Supplier Management, Cox and Kings Ltd, "Switzerland has always been the top draw amongst Indian travelers with its stunning locale and friendly people. We also endeavour to introduce new destinations in Switzerland every year as it has something for every age group. We believe that this television show will definitely increase the appeal of the destination."

Scheduled to shoot between April 20 & April 28, the cast and crew left for Switzerland on April 19. The show promises to showcase the beautiful sites such Lake Geneva Region, Ticino and Lucerne that would take viewers on an incredible tour exploring the beauty of the city.

The entire cast & crew of Saath Nibhaana Saathiya were in high spirits. The lead protagonist of the show, Gopi aka Jiaa Manek couldn't hide her excitement as she said, "When we heard the news, we thought that the creative team was playing a prank on us, but were ecstatic when we learnt that we will be actually traveling. I am really looking forward to it and am sure that all of us will have a great time."

Catch all the fun on Saath Nibhaana Saathiya from April 28, Mon-Fri at 7pm on Star Plus.

About Star India

STAR India, the leading media and Entertainment Company in India, has the highest reach among the country's broadcasters, beaming to over 140 million people every week across India and over 65 countries across the globe. Its portfolio includes 33 channels in eight languages spanning the household brands STAR Plus, STAR One, STAR Gold, Channel [V], STAR Jalsha, STAR Pravah, STAR World, STAR Movies, STAR Utsav; along with the joint venture channels Asianet, Asianet Plus, STAR Vijay, Suvarna, STAR News, ESPN and STAR Sports.

STAR India also manages a portfolio of business ventures including DTH operator Tata Sky; cable system Hathway, channel distributor STAR Den, news channel operator MCCS, the film production and distribution business Fox STAR Studios India and STAR CJ Home Shopping.

STAR India is a fully owned subsidiary of News Corporation www.newscorp.com

About Switzerland Tourism

Switzerland Tourism (ST) is a federal public corporation. Its mission is to promote Switzerland as a holiday, travel and conference destination both at home and abroad. ST's principal activity is to develop and implement effective marketing programmes, as well as to position Switzerland in international markets as a strong, modern but timeless brand.

Switzerland Tourism first opened their office in India in 1997 and presently has two offices one each in Mumbai and Delhi (Gurgaon) and works very closely with the travel trade to create special offers for the Indian passengers and with the media to create awareness of Switzerland as a holiday and MICE destination. More information on www.MySwitzerland.com

About Cox And Kings Ltd

Cox & Kings Ltd. (CKL) is the longest established travel company in the world since 1758. Headquartered in India, it is a premium brand that caters to the overall travel needs of the Indian and International traveller.

Cox & Kings operates in 20 countries through branch offices, subsidiaries, representative offices, franchised sales shops as well as through our global network of sales agents.

The company has 13 branch sales offices in India located in Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad, Jaipur, Kochi, Pune and Goa. The company has appointed over 100 franchisees across 20 states covering 70 cities. The company's extensive network of 185 GSAs and PSAs covering all major towns and cities of India enhances its reach.

For further media details, contact:
Thomas C Thottathil, Head - Corporate Communications; thomasct@coxandkings.com
Praneeta D'Souza, Sr. Manager - Corporate Communications; praneeta.dsouza@coxandkings.com
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