The Ministry of Tourism, India adopted the verse “Atithi Devo Bhava” from ancient Hindu scriptures to promote the increasing tourism influx in the country. It aimed to provide a social message of cultivating the right conduct and behaviour towards foreign tourists.
As a part of the campaign, actor Amir Khan was commissioned for endorsements and spreading the message in 2008.
Three most impactful ads Amir Khan did for “Atithi Devo Bhava”.
Cleanliness is a habit that is not only inviting but appreciable too.
Hospitality involves taking care to the extent you can
It’s the time we take care of those things that make us proud Indians.
Amir Khan surely sent out a message in these advertisements and we saw the change happening. One prime example of the change will be that these days even the local food vendors cover their heads and hands while serving their customers. Aren’t we being served better?
In 2015, Ministry of Tourism contract with a media agency McCann terminated. Thereby, removing Amir Khan as the brand ambassador.
Amir Khan Gave a final statement on his association with “Atithi Devo Bhava”
“It has been an honour and a pleasure for me to be the brand Ambassador for 10 years. I was happy to be of service to my country, and will always be available for it. I would like to clarify that all public service films I have done till date have all been free of any cost to me. It is always an honor for me to be of service of my country and this is how it will always be. It is the prerogative of the government to decide whether they need a brand ambassador for any campaign, and if so who that ambassador should be. I respect the decision of the government to discontinue with my services. I am sure they will take all appropriate steps to do what is best for the country. Whether I am the brand ambassador or not, India will remain Incredible and that’s the way it should be.”
The Actor has been facing criticism since his remarks on rising intolerance in India.