The Tourism Ministry of India has declared that they have decided not to renew the contract with Aamir Khan as the face of the Incredible India campaigns. Aamir Khan has been a part of these campaigns for the last 10 years and did many ads under the banner of ‘Atithi Devo Bhava’ and many others. His roles in these campaigns also tied in very neatly with his television series, ‘Satyamev Jayate’, because his image really was that of a true Indian.
Obviously once the news came out earlier today, speculation began on whether this step was taken by the Tourism Ministry because of the statements made by the actor related to the intolerance debate that had gripped the nation towards the end of 2015. Aamir Khan decided to go public with a private conversation his wife Kiran Rao had with him, when she suddenly began to feel insecure in the country of her birth. The backlash that Aamir Khan received was quick and was probably because everyone, until that moment considered him to be a true ambassador for the country.
Aamir as the Ambassador for Incredible India
Since the release of this news that Aamir will no longer be the face of Incredible India campaigns, of course the obvious reactions that can be expected have happened.
From Amit Malviya, Handler of Social Media Cell for BJP
He released a tweet simply stating facts without embellishments, “Aamir Khan removed as brand ambassador of Incredible #India.” Right after that a swarm of controversy started.
From Randeep Surjewala, Congress Spokesperson
According to Congress, everything that happens is PM Modi’s fault. So typically the statement they made is “Non-renewal of ‘Incredibile India’ brand ambassador contract of Aamir Khan reflects the petty mindset, parochial approach and intemperate attitude of Modi government,”
From Aamir Khan, the man himself
“It has been an honour and a pleasure for me to be the Brand Ambassador for the Incredible India campaign for the past 10 years…I would like to clarify that all public service films I have done till date have all been free of any cost to me…Whether I am brand ambassador or not, India will remain Incredible, and that’s the way it should be.”
The campaigns for 10 years were at no cost to him, he says. Well we know that. The cost making those ad films would have been borne by the government using tax payers money.
From the Tourism Ministry (if anyone cares)
The contract for the Atithi Devo Bhava campaign has come to an end. The contract was secured by McCann, and they secured the services of Aamir Khan. They delivered the project satisfactorily and the contract has come to an end. They have not renewed the contract with McCann and hence by extension the contract with Aamir Khan. The ministry will float new tenders for this contract soon.
Looks like it is a simple business decision folks. Not everything has to do with the intolerance debate. Some things are just the Tourism Ministry’s prerogative which they have exercised. Has Aamir Khan’s brand value as an Indian diminished as a result of his statements related to the intolerance debate? Well that’s a debate for another time.
Author: Tora Sen
