Variety

Tourism Ministry launches ‘Land of Pi’ campaign

Meenakshi Verma Ambwani New Delhi Jan 11 | Updated on March 12, 2018

Tourism Ministry launches campaign pegged to ‘Life of Pi’.

Cashing on the hype around Life of Pi which has bagged several nominations at the Oscars, the Tourism Ministry has announced initiatives for promoting film tourism by encouraging shooting of films in India.

The movie was partly shot in Puducherry and Munnar in Kerala.

The Ministry has launched ‘Land of Pi’ campaign to promote Puducherry and Munnar as tourist destinations.

'Land of Pi' posters

‘Land of Pi’ posters will be displayed worldwide throughout the Indian tourism offices. Luxury buses plying between Chennai and Puducherry and Kochi and Munnar will be branded with ‘Land of Pi’ creatives.

In addition, special ‘Land of Pi’ tours and walking trails will be organised for tourists visiting Puducherry and Munnar.

“Short films and virals on the tourist attractions in Puducherry and Munnar which have been depicted in the film have been created and the one being put on You Tube and other social media networks,” the Ministry said in a statement.

A boat that hints at ‘Life of Pi’ with a stuffed toy tiger will be permanently placed at two prominent locations in Puducherry to provide a photo opportunity to visiting tourists.

One location will be child-safe shallow water near Puducherry’s Paradise Island and the other the soon-to-be-inaugurated Puducherry airport.

The Ministry also plans to launch contests, branded T-shirts, and video games. Besides English, the campaign will be undertaken in French, German. Spanish and Japanese. Also a road show to promote tourism in China and Taiwan will be organised.

>meenakshi.v@thehindu.co.in

Published on January 11, 2013

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