HARNESSING the reach of Ang Lee’s movie, Life of Pi, India has announced its new tourism campaign, Land of Pi.
The film, based on Yann Martel’s book of the same name, was largely shot in Puducherry in Pondicherry and Munnar in Kerala.
The campaign will run in English, Mandarin, Japanese, French and German, with roadshows held in mainland China and Taiwan initially. India’s tourism ministry will also run Land of Pi online contests, in which two winners each month stand to win air tickets to Chennai or Kochi and holiday packages to Puducherry and Munnar. Special walking trails and tours have also been finalised for tourists on Land of Pi itineraries.
Tourism minister, K Chiranjeevi, said the ministry would roll out incentives and promotions for international filmmakers who wish to shoot their films in India.
“Life of Pi is a beautiful film with images that leave a lasting impression. The locales used have been portrayed aesthetically and should give viewers an attractive preview of our destinations. I expect the Land of Pi campaign to elicit great interest in south India as an inbound tourist destination,” said Johny Abraham George, managing director, Intersight Tours & Travels Cochin.
