Bollywood superstar Aamir Khan, will no longer be the face of the “Incredible India” campaigns to promote tourism as his contract has expired, the government said

Just after the news has been out, the media speculated that, Aamir Khan was out due to his comments earlier, which led to intolerance controversy and defamed his image.

But denying all such media speculations, the tourism ministry said that, Aamir was removed only as his contract was completed and we did not hire him. It was nothing to do with his earlier comments.

Confirming the same, the tourism minister Mahesh Sharma said, “Our contract was with the McCann Worldwide agency for ‘Atithi Devo Bhava’ campaign. The agency had hired Aamir for the job. Now the contract with the agency is over. The ministry has not hired Aamir. Since the contract with the agency is no more, automatically the arrangement with the actor no longer exists.”

Amit Malviya, who handles the IT, website and social media management cell for the BJP, tweeted, “Aamir Khan removed as brand ambassador of Incredible #India.” It was after that tweet, the latest controversy has erupted.

Targeting the government, Congress spokesperson Randeep Surjewala said, “Non-renewal of ‘Incredibile India’ brand ambassador contract of Aamir Khan reflects the petty mindset, parochial approach and intemperate attitude of Modi government. Dissent and difference of opinion have become anathema to the Modi regime, be it of artists, thinkers, writers, scientists or political activists.”

Aamir Khan has been sucked into a swirling debate over growing intolerance in India,  with opposition parties accusing tacit approval by the ruling BJP was behind a spike in communal violence, such as the mob lynching of a Muslim man in UP and the killing of two Dalit children in Haryana.

The tourism minister said that, the contract for Rs 2.96 crore with McCann Worldwide agency was now over and if required, according to ministry officials, fresh tenders will be floated to devise any new campaign.

Prasoon Joshi, chairman, McCann Worldgroup Asia Pacific said, “We at McCann had a contractual agreement with the ministry of tourism for a social awareness campaign, Atithi Devo Bhava. Mr Aamir Khan had graciously lent his support for the same. We have delivered the campaign to the ministry.”

By Phani Ch