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Life of Pi to inspire ‘Land of Pi’ campaign

Sujay Mehdudia
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The Union Tourism Ministry has an elaborate plan to exploit the worldwide popularity of the film.— Photo: AP
The Union Tourism Ministry has an elaborate plan to exploit the worldwide popularity of the film.— Photo: AP

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 to woo tourists. 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, according to Tourism Minister, K. Chiranjeevi.

Luxury buses plying between Chennai and Puducherry and Kochi and Munnar will have ‘Land of Pi’ written on them. Special tours and walking trails will be organised for tourists visiting Puducherry and Munnar. Short films on tourist attractions in Puducherry and Munnar, 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.

The widely acclaimed film Life of Pi has been partly shot in the beautiful locales of Puducherry and Munnar. As per the campaign plan, ‘Land of Pi’ posters produced by Tourism Ministry will be displayed 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 already held a meeting with the Secretaries of Tourism of Puducherry and Kerala along with tour operators of the region, immediately after it was observed that the film had highlighted awareness of the two regions.

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

The Tourism Ministry is of the view that cinema was a powerful tool for promotion and development of tourism-related activity. It has decided to undertake several initiatives for promoting film tourism through movies shot in India.

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