NEW DELHI: Tourism Ministry is considering recruiting directly brand ambassadors for its Incredible India campaign replacing the current practice of hiring them through a private agency amid indication that Bollywood superstar Amitabh Bachchan and actress Priyanka Chopra are the top contenders to be face of the flagship programme.
The ministry’s contract with a creative agency for the campaign featuring Aamir Khan has already come to an end following which it was looking for new faces for the flagship programme to promote tourism.
Khan, who was associated with the campaign for over five years, had come under attack from ruling BJP for his comments on perceived intolerance in the country.
Sources said Bachchan and Chopra were front runners for becoming the face of Incredible India, a campaign based on the concept of Atithi Devo Bhava, a Sanskrit verse which means the guest is equivalent to god. Bachchan had been promoting Gujarat tourism for past few years. (AGENCIES)
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