Priyanka Chopra, Amitabh Bachchan- The new faces of ‘Incredible India’

He was recruited directly by the government, unlike actor Aamir Khan, who was removed days after suggesting that India is experiencing growing religious intolerance.

Bollywood superstar Amitabh Bachchan and beauty queen Priyanka Chopra are the new brand ambassadors of the Centre’s Incredible India campaign. They did not renew the contract with the agency. But it seems Priyanka Chopra, Amitabh Bachchan won that race. As per the ministry, Big B is a “non-controversial” figure. The official announcement will be made after January 26.

The duo replaces erstwhile brand ambassador Aamir Khan, who had been roped in by the creative agency working on the campaign – McCann Worldwide.

A female face had also to be chosen for the “Atithi Devo Bhava” series which is part of the “Incredible India” campaign to attract foreign tourists. “Since the contract with the agency is no more, automatically the arrangement with the actor no longer exists”, claimed Sharma.

This will be the first time the Government will be hiring the ambassadors directly. “Ministry has not hired Aamir”, tourism minister Mahesh Sharma said at the time.