In one of the biggest branding exercises ever undertaken in India, a Rajdhani Express train, depicting stunning images of Kerala's scenic grandeur, was flagged off from Hazrat Nizamuddin station.
The Kerala Tourism initiative was a deft move by the 'God's Own Country' to mesmerize domestic tourists.
Union Tourism Minister Kumari Selja and Kerala Tourism Minister Kodiyeri Balakrishnan were present during the launch of the inaugural run of the 17-coach 2431 Nizamuddin-Thiruvananthapuram Express, that encapsulated the best that Kerala has to offer.
The train, bearing a new tagline - 'Chalo Kerala' - in Hindi and - 'Go Kerala' in English, will journey through the heart of India for the next six months, thereby reaching out to more than three crore people across ten states, including NCR Delhi, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Tamil Nadu, Maharashtra, Gujarat, Goa, Karnataka and Kerala.
The exteriors of the coaches, wrapped in vinyl graphics, present the spectacle of a huge canvas, depicting the state's soulful natural beauty - serene beaches, emerald backwaters, lush hill stations, exotic wildlife, coconut trees, houseboats, boat race and enchanting art forms.
The tie-up with Indian Railways comes after Kerala Tourism made a similar deal in the skies with Jet Airways and a tie-up with Louis Cruises on the high seas.
It has also tied up with Google to create a buzz about the state as an amazing tourist destination.