India uses film to promote tourism

14th Jan 2013

Two areas in India have become the subject of a campaign to promote the country and attract more tourists, thanks to a recent movie.

Puducherry and Munnar garnered worldwide attention after featuring in the critically acclaimed epic Life of Pi, which was nominated for 11 Academy Awards this year.

Now the Indian government hopes the film's popularity will have tourists flooding in, but they're not taking any chances.

The new tourism campaign, renamed the Land of Pi, will honour director Ang Lee and Yann Martel, who wrote the original book, with a National Tourism Award.

Puducherry and Munnar will be at the centre of the campaign, with the two locations promoted through the media and on flyers and posters that can be seen on the India website.

India's Tourism Ministry is actively encouraging tourists to visit the now famous sites and enjoy a walk or join an organised tour of the areas.

The campaign will be promoted at road shows in neighbouring China as well as in Taiwan where the film has become very popular with movie goers.

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