Seeking to cash in on the worldwide popularity of Life of Pi, which has been shot in Puducherry and Munnar in Kerala, the Union Tourism Ministry has decided to launch a full-fledged “Land of Pi’’ campaign.

The government would soon unleash the campaign across all media, including print, online, electronic and outdoor, to promote Puducherry and Munnar as major tourist destinations, Tourism Minister, K. Chiranjeevi said.

Luxury buses plying between Chennai and Puducherry and Kochi and Munnar will carry ‘Land of Pi’ slogan. Special tours and walking trails will be organised for tourists visiting Puducherry and Munnar.

Short films on tourist attractions in Puducherry and Munnar, as depicted in the film, have been created and they will be put on Youtube and other social media networks.

The Minister said the campaign will be undertaken in English as well as in French, German, Chinese, Spanish and Japanese languages. ‘Land of Pi’ posters, produced by Tourism Ministry, will be exhibited worldwide through India tourism offices overseas. These would also be put on the Incredible India website and the websites of the Puducherry and Kerala Tourism Departments.

The Ministry will also organise road shows to promote Indian destinations in China and Taiwan. Director Lee is of Taiwanese origin. T-shirts and caps branding the two destinations will also be distributed.

Mr. Chiranjeevi has held a meeting with the Secretaries of Tourism of Puducherry and Kerala along with the tour operators of the region.

National awards

The Ministry has already announced special National Tourism Awards for Ang Lee, Director, and Yann Martel, author of the book ‘Life of Pi.’