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The Incredible India Campaign would see brand ambassadors recruited directly by the Tourism Ministry, rather than continuing with the practice of hiring them through private agencies. This is amidst the reports of superstar Amitabh Bachchan and actress Priyanka Chopra being the top contenders to be the face of the flagship programme.

The move follows the Tourism Ministry’s termination of contract with the private agency through which actor Aamir Khan was made as the face of the campaign. Mr. Khan who was associated with the programme for last five years, had come under severe criticism from the ruling BJP for his comments on perceived intolerance in the country.

The agreement for the new recruitement would be for three years against the earlier practice of appointing them on campaign basis, the source said. “The agreement would span for three years period. The ambassadors would be required to act for couple of campaigns during that period,” the source said, adding they would require offering their service “free of cost” as was done earlier.


When asked about the appointment of Bachchan and Chopra for the role, Tourism Minister Mahesh Sharma only said the ministry has “not issued any notification” in this regard.