The Odisha government has launched a new tourism brand positioning with the tagline 'Think India, Think Odisha' to enhance its appeal as a global tourism destination. This initiative was unveiled during the announcement of the OMC Puri Coastal Marathon, scheduled for December 13, 2026. The marathon aims to attract elite athletes and international participants, featuring a total prize pool of over ₹1 crore (approximately $120,000 USD). The event will include various race categories, such as a full marathon, half marathon, and shorter runs, promoting inclusivity. Deputy Chief Minister Pravati Parida emphasized that the new branding reflects Odisha's transition into a competitive tourism economy, highlighting the state's rich cultural, spiritual, and natural offerings. The launch event included a ceremonial run along Puri's scenic coastline, engaging local communities and fitness enthusiasts. Registrations for the marathon will open on April 22, inviting participants from across India and abroad.