Amitabh Bachchan is the new brand ambassador for Incredible India by TRA

Aamir Khan has been the mascot of Incredible India, an initiative by GOI to promote India as a tourist destination for around 10 years. However, he recently confirmed the news that he is no longer the part of this campaign and he completely respects the decision taken. Amitabh Bachchan, a perfect epitome of perfection has been roped in as a new brand ambassador. Using a fresh face as a brand ambassador gives the audience a new perspective and enables to widen the brand’s reach. The government’s selection of Amitabh Bachchan as its Tourism brand ambassador (the Incredible India campaign) personifies its unwillingness to take on a fresh face as its ambassador. Although there is no doubt of Mr. Bachchan’s influencing persona, the government may have unknowingly pigeon-holed itself to a safe zone in terms of reaching out to a newer audience.

An ambassador embodies the true spirit of the brand, and is often selected for his or her unique personality with which the brand resonates. For instance, Tata Motors recently tied up with Argentinian star footballer Lionel Messi, an awe-inspiring man driven by self-belief and loved by football fans the world over, especially the youth. Similarly, Micromax signed on Hugh Jackman in 2013 in order to position itself as an international brand. These brand endorsers have helped their brands to expand their footprint across the globe in various international markets.

 

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