Nandita, Dilip: And the contract goes to...

Bhubaneswar, July 27: The tourism department is looking up to the stars to sell Brand Orissa.

In a bid to attract more foreign and domestic tourists, the department has shortlisted two celebrities, hockey ace Dilip Tirkey and actor Nandita Das, one of whom will be made the brand ambassador.

?We are in talks with Nandita Das and Dilip Tirkey. Both have agreed to our request to act as the state?s brand ambassador,? tourism minister Surya Narayan Patro told The Telegraph.

Although no timeframe has been set, Patro said the deal will be finalised shortly.

The decision to rope in a celebrity was taken as it was felt that the mass appeal of such a person will lend strength to the department?s efforts to increase tourist inflow into the state.

As it is true with any other product, brand value is vital for tourism as well, Patro said.

While the Karnataka government has raised a two-member celebrity team comprising cricketer Rahul Dravid and actor-singer Vasundhara Das to act as its brand ambassadors, Kerala has signed up filmstar Jayaram to sell the state?s tourism potential.

The government has gone into a hardsell overdrive, roping in experts from different disciplines to package Brand Orissa.

While the department will project the rich culture of the state as its master brand, Odissi dance, the ancient temples, textiles, beach and eco-tourism, caves and cuisine will be the sub-brands.

The minister said though the department has held talks with Das, they did not discuss the nitty-gritty of the deal as the Cannes-bound actor was running short of time.

With a celebrity set to champion the state?s cause, the department hopes to increase the inflow of domestic tourists, who contribute over 90 per cent of the tourism revenue.

The tourism department has also initiated an infrastructure development drive in the state and taken steps to beautify the capital?s landscape, said sources.