MUMBAI: South African Tourism has launched its annual advertisement campaign in order to promote the destination in India.

The 60 seconds ad film captures various activities, destinations and travel experiences that one look can forward to in South Africa and is being screened across leading multiplexes and cinema halls.

The nationwide campaign is being undertaken across seven key markets in India for a period of six weeks. The ad will be featured during Bollywood movies like Ladies Vs Ricky Behl, Agneepath and Don 2.

South African Tourism country manager Hanneli Slabber said, "Given the fact that Bollywood movies are one of the strongest consumer influencers and attention drawers, it is the best time to leverage the medium to launch an advertising campaign. It is also an appropriate time to start an annual campaign of this scale, with the New Year round the corner a time when people are planning to go on holidays or keep aside a budget for summer holidays."

"South Africa as a destination is a complete family package, the nation provides various forms of activities and travel experiences for every age group. Our advertisement has been able to brilliantly capture the same. We are confident that the advertisements will definitely tempt the Indian audience to consider a holiday in South Africa", he added.

According to the official communiqué, South African Tourism has witnessed an exceptional 22 per cent increase in Indian tourist arrivals to the country between January-July 2011. The month of July witnessed a total of 8,609 Indian travellers visiting the nation compared to 7,043 in July 2010. There has been an overall increase of 38.2 per cent in Indian arrivals between January-July of this year vis-?-vis the previous year with 52,588 Indians visiting the country.

South Africa saw more than 8 million tourist arrivals in 2010, compared to just over 7 million in 2009.