Has actor Aamir Khan lost the ‘Incredible India’ campaign because of ‘intolerance’?
Social media platforms were agog on Wednesday with reports that the Tourism Ministry had said in response to an RTI application that Khan had been sacked as brand ambassador of the ‘Incredible India’ tourism campaign.
The chaos was fuelled when Amit Malviya, in-charge of the BJP’s national IT and Social Media Vibhag, tweeted on Wednesday: “Aamir Khan removed as brand ambassador of Incredible India.” But Union Tourism Minister Mahesh Sharma told PTI that Aamir Khan had ceased to be the ambassador for the ‘Incredible India’ campaign because his contract had expired.
Twitterati had a field day suggesting names of actors such as Anupam Kher, Raveena Tandon and Akshay Kumar; some of them even conducted Twitter polls on which actor would fit the bill best.
Earlier in the day, the Tourism Ministry said it currently has a contractual agreement with creative agency McCann Worldwide to produce social awareness campaigns.
Prasoon Joshi, Chairman, McCann Worldgroup Asia Pacific, told BusinessLine that the agency had a contractual agreement with the Ministry of Tourism for the campaign and that Khan had lent his support for the same.
The campaign produced by the agency featured the actor.
Recently, Khan’s comments on ‘intolerance’ in India had created a political furore and resulted in a backlash against the online retailer Snapdeal, a brand that he endorses.
Khan was roped in to endorse the ‘Incredible India’ campaign in 2008 under the UPA government. The campaign was created in 2002 to market India as a tourist destination.
Since 2008, the campaign has been also used to encourage responsible behaviour in Indians when it comes to dealing with foreign tourists and to remind them about Indian hospitality and culture.
N Chandramouli, CEO of the brand insights firm TRA, said Khan had established himself as the credible face of the Incredible India’ campaign.