The tourism ministry has finally decided that it will not engage any Bollywood actor, including Amitabh Bachchan, in its ‘Incredible India’ campaign. For this the ministry is relying on the popular image of Prime Minister Narendra Modi.
Tourism Minister Mahesh Sharma claimed that there was an increase in tourists from countries (US, Germany, Fiji, Brazil, Australia, the UK, Canada and Myanmar ) the prime minister had visited during his many trips abroad, and thus PM Modi was the “best face” for the campaign.
The role has been lying vacant after ouster of Aamir Khan earlier this year.
For this, the ministry will use videos where Modi had talked about the uniqueness and diversity of the various places in the country.
The campaign would be released in the next 40-45 days as the Indian ‘tourism season’ starts by November-end due to favourable weather as also the Christmas holidays and New Year celebrations.
The ministry is also on the lookout for an agency which will run the campaign.
Earlier this year, following his “intolerance” remark, the tourism ministry of India had decided to not renew actor Aamir Khan’s contract as the brand ambassador of ‘Incredible India’ aka ‘Atulya Bharat,’ a global marketing campaign to promote Indian tourism.
The names of Amitabh Bachchan and Priyanka Chopra were also considered to become the face of the campaign instead. It was believed that bringing Priyanka onboard would have helped change India’s image as an unsafe destination for women.