Big B to replace Aamir as tourism brand ambassador

Respect govt's decision to discontinue services: Aamir

Film star Amitabh Bachchan, brand ambassador of Gujarat tourism, is Narendra Modi government’s first choice as the new face of Indian tourism’s Atithi Devo Bhava campaign after actor Aamir Khan ceased to be its mascot.

In a first, the Union government will directly approach Bachchan to become the brand ambassador of Atithi Devo Bhava, a campaign to woo tourists. Bachchan has indicated he would do the endorsement without charging a fee.

So far, brand ambassadors for government projects, including in tourism, have been chosen by creative agencies. Even Khan was selected through McCann Worldwide. Khan’s removal is being attributed to his remarks made in November 2015 on “rising intolerance in India”. Khan had not taken a fee for the campaign either.

Last July, Bachchan was in the midst of a controversy over his Rs 6.31 crore deal with Doordarshan for endorsing the DD Kisan channel. Subsequently, Lintas, the ad agency for the project, said Bachchan had decided to do the endorsement free of charge.

The ministry is expected to formally sign an agreement with Bachchan within a week, a source said. Although the terms are not known, it may be for a period of five years.

Meanwhile, Aamir Khan said on Thursday he respects the government’s decision to “discontinue” his services. On Wednesday, tourism ministry had said its contract was with McCann Worldwide and that it was not for the government to decide who should be the brand ambassador of a campaign. Mahesh Sharma, minister of state for tourism, wrote on twitter: “Aamir Khan ceases to be the mascot for government’s Incredible India campaign, contract for which has expired.” The ministry did not hire Aamir Khan, Sharma said.

Khan, who has been the ambassador for the campaign for 10 years, said in a statement, “It is the prerogative of the government to decide whether they need a brand ambassador for any campaign, and if so, who that ambassador should be.” He added: “I respect the decision of the government to discontinue with my services. I am sure they will take all appropriate steps to do what is best for the country.”

Khan also said, “I was happy to be of service to my country, and will always be available for it…I would like to clarify that all public service films I have done till date have all been free of any cost to me… Whether I am brand ambassador or not, India will remain Incredible, and that’s the way it should be.”

Prasoon Joshi, lyricist and chairman of McCann Worldgroup, Asia-Pacific, told Business Standard in a text message: “McCann had a contract with ministry of tourism for Atithi Devo Bhava, which we have delivered”. Joshi has worked closely with the Bharatiya Janata Party (BJP) on some key campaigns.