They have the charisma to spellbind the mass and garner advantages out of it. FMGC, fashion, automobile and beverage industries used their stardom to reap the huge benefits. The credibility and star value of these celebs also mesmerized the state governments and many states roped in the Bollywood bigwigs as their brand ambassadors. It has not only increased the tourist influx, but also picked up the revenue of these states. In turn, these celebs also made huge bucks through endorsements.
Here is the list of tinsel town celebs, who are endorsing tourism in states.
1. Amitabh Bachchan
The strategy of Narendra Modi, Chief Minister of Gujarat, to appoint Big B as the brand ambassador of the state tourism board, has worked greatly. The global appeal to visit Gujarat at least once, made by the Superstar of the Millennium, does the magic. Amitabh started “Khushboo Gujarat Ki” campaign, after which, the state recorded 15% increase in the tourists inflow in the past two years.
2. Shah Rukh Khan
Shah Rukh’s relationship with Bengal is not new. His association with this state commenced in 2008, when he purchased Kolkata Knight Riders (an IPL cricket team). He considers Kolkata as his “second home”. In February 2012, Chief Minister of West Bengal, Mamta Banerjee, made Bollywood Baadshah the brand ambassador of the state. He started “Bengal Leads” campaign. Shah Rukh charged nothing for the endorsement.
3. Hema Malini
Ramesh Pokhriyal Nishank, Chief Minister of Uttarakhand, roped in the Dream Girl Hema Malini as the brand ambassador of “Sparsh Ganga” campaign. The campaign was launched in April 2010 by the state government, as an effort to make the river Ganga pollution-free.
4. Preity Zinta
Cricket fan, entrepreneur and Bollywood actress, Preity Zinta, is now promoting her own home town. She was appointed as the brand ambassador of Himachal Pradesh tourism board in 2010. Preity is an integral part of state’s new theme and slogan- ‘A Destination for All Seasons and All Reasons” and “Unforgettable Himachal’. She has also been featured in Har Ghar Kuchh Kehta Hai, the state’s coffee table book, brought out by the state tourism department.
5. Hrithik Roshan
Hrithik Roshan is the brand ambassador of his home state, Maharashtra. However, he was not the first choice of government as the brand ambassador. He was approached after Madhuri Dixit denied the offer, as she was being offered less than the quoted sum.
6. Prachi Desai
Bollywood diva, Prachi Desai, is the brand ambassador for Goa tourism, a popular holiday destination in India. In 2011, state tourism director, Swapnil Naik, roped her in as the brand ambassador because of the traditional values, she possesses.
7. Aamir Khan
Union Ministry of Tourism appointed Aamir Khan as the brand ambassador for its tremendously thriving “Incredible India” campaign to spread the message of “Atithi Devo Bhava” (Guest is God). This campaign is targeted towards the general public of India and awakens the people about the inevitability of cordiality towards both domestic and international tourists. After the launch of this campaign, the tourist influx has boosted manifold in the subsequent years.