Athithi Devo Bhava, the campaign initiated by Government’s Incredible India for promotion of Indian Tourism had Aamir Khan’s face as major attraction in TV channels and other forms of media advertisements. As Bollywood Star’s intolerance remarks sparked a new controversy, now he is no longer going to be a part of tourism campaign.
McCann Worldwide is the agency which roped Aamir Khan into Athithi Devo Bhava by hiring him on a contractual job. As the contract with McCann is expired by now, this means Aamir Khan is no more the mascot for campaign. Ministry of Tourism has also clarified the same expressing the disconnection with Star Hero who was actually into this brand ambassadorship during the last UPA regime.
Though Aamir Khan’s controversial comments on perceived intolerance may not be the reason behind his absence in Athithi Devo Bhava, it’s the lapse in contract which should make McCann to hunt a new face. Union Tourism Ministry will look for a new celebrity to replace Aamir Khan.