New Delhi: Seeing the commercial potential of the Indian film industry, Information and Broadcasting Minister Ravi Shankar Prasad is leading a delegation to the Cannes film festival, where Bollywood star Aishwarya Rai's nomination on the jury has created an India focus in the Cannes market this year.

The delegation to the Cannes film market, jointly organised with Confederation of Indian Industries (CII), is part of government's overall strategy to support the Indian industry in marketing its products and services globally, an official release said on May 13.

While government representatives to the festival, to be held from May 14 to 24, include secretary of Information and Broadcasting Pawan Chopra, CII is taking a 22-member delegation including eminent film-makers Subhash Ghai, Ismail Merchant, Ramgopal Verma and Shekhar Kapoor, besides Rai.

The CII also plans to organise an India evening, which is to be co-hosted by the Indian Ambassador to France.

Government will extend support in terms of expenditure and diplomatic initiatives to promote the film industry, specifically the exercise to enhance visibility through advertising and publicity about the Indian film industry.

Though individual companies would further their own commercial interests, there would be collective efforts to promote brand India by showcasing the country's varied locations available for filming by foreign teams, a collage of the landmark films set against the country's backdrop.

NFDC co-production titled "a story that begins at the end" directed by Murali Nair will be part of the "uncertain regard" section in the festival.

PTI