Government wants Amitabh Bachchan as new face of ‘Incredible India’

New Delhi: Superstar Amitabh Bachchan, Gujarat Tourism’s brand ambassador, is the Narendra Modi government’s first choice as the new face of “Incredible India”. Speculation continues, meanwhile, on the reasons for Aamir Khan’s departure.

Many link it to Aamir’s recent comments on intolerance, but minister of state for tourism Mahesh Sharma said: “It was a (private) agency which hired him. Since his contract with the agency is (over), automatically the arrangement with the actor no longer exists.”

Sources said Bachchan was first choice as he is a “non-controversial” figure and Gujarat had seen an upsurge after he was hired to promote tourism. Filmstars Akshay Kumar, Deepika Padukone and Priyanka Chopra are also under consideration.

Aamir Khan said he respected the government’s decision to “discontinue” his services, but clarified he had not charged anything for “Atithi Devo Bhava”. He said: “It’s the government’s prerogative to decide whether they need a brand ambassador....”

Prasoon Joshi, head of McCann Worldwide agency, said: “We at McCann had a contractual agreement with the ministry of tourism for a social awareness campaign ‘Atithi Devo Bhava’. Aamir Khan had graciously lent his support for the same. We have delivered the campaign to the ministry.”

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