The 73-year-old, Bollywood superstar, Amitabh Bachchan emerged as the frontrunner for the government’s ‘Incredible India’ campaign, a day after the Centre decided to not renew Aamir Khan’s contract for the flagship scheme to promote tourism in the country.
This will be for the first time that the Union government will directly approach the Bollywood icon Amitabh Bachchan to become the brand ambassador of the campaign, deviating from the earlier trend where brand ambassadors for government projects have been chosen by the creative agencies. Mr. Bachchan confirmed that he is ready to step in as brand ambassador of tourism ministry’s Incredible India campaign, a role Aamir Khan was playing till now and has also indicated he not charge any fee for the endorsement.
Meanwhile, Khan’s removal is being attributed to his remarks made in November 2015 on “rising intolerance in India”. Aamir Khan has been the ambassador for the campaign for 10 years in succession, now. Earlier, asked if he felt Aamir was being removed because of his recent comments on intolerance, Big B downplayed the idea. "You need to clarify first whether he is being removed”, said the mega star.
Reacting to his removal, the actor remarked, “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” also adding that he respected the decision of the government to discontinue with his services. "Whether I am brand ambassador or not, India will remain Incredible, and that's the way it should be," concluded Aamir.
Actress Priyanka Chopra is reportedly a strong contender for the female brand ambassador.