Your Moment is Waiting, Kerala - India's First Tourism Superbrand Launches Global Advertising Campaign in London

LONDON, September 9, 2010 - Kerala Tourism targets the UK, its largest source market, with a brand
new film, Your Moment is Waiting speaking of the compelling mystery and magic
that occurs when you first visit Kerala, voted One of the Ten Paradises in
the World by the National Geographic Traveller.

The film is a key departure from the usual product specific campaigns
associated with tourism destination boards and this latest campaign targets
the highly evolved experiential traveller and the messages that Kerala -
God's Own Country, leaves behind in your heart.

The new global advertising campaign will launched at the end of this
month and will premiere in cinemas at the launch of Eat, Pray, Love (24
September 2010).

Costing nearly one quarter of a million pounds to produce, the
film took nine months to complete and was shot with great sensitivity and
dexterity taking in the countryside and village sceneries of Thekkady,
Alappuzha, Munnar, Thalassery and Kannur.

Kerala has played host to many celebrities including Paul
McCartney and more recently Richard Branson and its growth in tourism has
been dramatic. A decade ago, this small southern state was virtually unknown.
Today, it is a globally acclaimed tourist destination. Extensive research
over the last ten years has uncovered that key travellers to Kerala (UK,
France and Germany are primary markets) experience an epiphany when visiting
the 'Garden of India' and this starts a lifelong romance with the
destination.

SmartTravelAsia.com subscribers voted Kerala as Asia's best
destination earlier this year, and it seems the serene backwaters, abundant
beaches, paddy fields and intimate people have struck a chord in the hearts
of many.

Your Moment is Waiting will premiere at an exclusive event on
Tuesday 21 September 2010. For more information, visit
www.keralatourism.org

Notes to editors:

Your Moment is Waiting was directed by Prakash Varma, renowned
in India for several highly acclaimed commercials including the hugely
popular Vodafone (ZooZoo) ads. The lead model is rising star Miriam Llorah,
while the music was specially composed by award winning Sengalese composer
Baaba Maal.

For press information and pictures: Amy Skelding / Lalla Dutt / Helen Coop askelding at bgb.co.uk, bgb communications, Telephone +44(0)20-7902-2990