First the Oscar nominations, now the tourism campaign.
India has announced a "Life of Pi"-inspired advertising effort that aims to highlight the stunning scenery currently on-screen -- and on the lips of movie buffs around the world.
The Times of India says a number of movie-themed initiatives are already in the works:
The campaign will include deployment of luxury buses between Chennai, Puducherry, and Kochi and Munnar. They will be branded with "Land of Pi" creatives like special "Land of Pi" tours and walking trails at the two destinations.
Two boats with stuffed tiger toys will be set up for photo ops in Puducherry, The Hindu Business Line reports. "One location will be child-safe shallow water near Puducherry’s Paradise Island and the other the soon-to-be-inaugurated Puducherry airport."
India's tourism officials will also add "Pi"-themed giveaways to drum up interest in Puducherry and Munnar, two southern cities in which "Life of Pi" was filmed.
The film, produced by Gil Netter, Ang Lee and David Womark, received 11 Oscar nominations Thursday.