Bhubaneswar: In a bid to redefine the state’s tourism narrative, Odisha’s Tourism Department on Wednesday unveiled its new brand positioning and tagline, “Think India, Think Odisha”.

The tagline was launched alongside the announcement of the OMC Puri Coastal Marathon (OPCM), a first-of-its-kind international sporting event aimed at strengthening Odisha’s presence in sports and experiential tourism.

The inaugural edition of the OMC Puri Coastal Marathon is scheduled to be held on December 13, 2026. With a total prize pool exceeding ₹1 crore, the event is poised to be among the most competitive running events in the country. It is designed to attract elite athletes, amateur runners, and international participants, offering a unique experience along Puri’s scenic coastline, including a 6-km stretch on golden sands.

The marathon will feature multiple race categories—Full Marathon (42 km), Half Marathon (21 km), 10 km, and 5 km—ensuring broad and inclusive participation.

The official marathon website was also unveiled, with registrations now open for participants from across India and abroad.

Adding to the occasion, internationally acclaimed sand artist and Padma Shri awardee Sudarshan Patnaik created a sand art installation at Blue Flag Beach to unveil the official OPCM logo.

The marathon logo draws inspiration from iconic elements of Odisha, including the Patita Pavana Bana of the Shree Jagannath Temple, the Konark Chakra, and the waves of the Bay of Bengal—symbolising motion, energy, and the state’s distinctive coastal identity.

The event was held in Puri in the presence of Deputy Chief Minister Pravati Parida, MLAs Om Prakash Mishra (Satyabadi), Ashrit Pattanayak (Pipili), and Sunil Kumar Mohanty (Puri), along with Tourism Commissioner-cum-Secretary Balwant Singh, senior government officials, and key stakeholders from the tourism and sports sectors.

Speaking on the occasion, the Deputy Chief Minister said Odisha is steadily evolving into a high-performance tourism economy, driven by strategic branding, infrastructure development, and immersive visitor experiences. She noted the new tagline reflects a bold and aspirational identity, inviting the world to explore India through Odisha’s rich cultural, spiritual, and natural heritage.

The launch event was preceded by a ceremonial run from Blue Flag Beach to Taj Resort & Spa, which saw enthusiastic participation from fitness enthusiasts and members of the local community.