Bollywood superstars Amitabh Bachchan and Priyanka Chopra will be the new brand ambassadors for the Government's 'Incredible India' campaign. This move comes after the Centre's decision to discontinue the contract of actor Aamir Khan, who has been the face of this campaign for almost a decade.
Aamir Khan’s replacement comes after the actor spoke about the rising intolerance in the country, following some violent incidents last year. However, his remarks came under heavy criticism and later the actor even clarified that his words were interpreted out of context. Ever since, there were speculations about the removal of Khan as the face of the campaign.
There are also reports that the Government is considering a female personality as the mascot for the 'Atithi Devo Bhava' series, which is part of the 'Incredible India' campaign, to attract foreign tourists and to make the campaign less patriarchal in its appeal.