In a clear shift in strategy, India is ditching Bollywood stars and going straight to the top for its next tourism brand ambassador.
Prime Minister Narendra Modi will be the next face of the ‘Incredible India’ campaign.
There has been a vacant position for brand ambassador since Bollywood actor Aamir Khan was ousted earlier this year.
"No Bollywood actor will be engaged for the campaign aimed at attracting foreign travellers. Instead Prime Minister Modi’s videos, where he has spoken about tourism in India and abroad, will be used for the campaign," a senior ministry official told local media.
"The ministry is planning to use–for radio and audio release — two types of videos of different durations where PM Modi had talked about the uniqueness and diversity of the various places in the country."
Tourism Minister, Mahesh Sharma believes PM Modi is the ‘best face’ to front the latest marketing campaign.
"The perception about India has changed significantly in the last two years with Prime Minister Modi visiting a host of countries during the period. So, who else could be the better face for Indian tourism than our Prime Minister," Sharma said.
