According to the basic theory of advertisement when a celebrity is chosen as a brand ambassador the image that he has in the mind of the public should gel with the product that he is endorsing. Probably with this objective in mind, Aamir Khan has been chosen to pilot the cause of Incredible India among the Indian citizens as also among the Indian NRIs.
The choice of Aamir has been guided by the sheer fact, it seems, that he has played the characters associated with the travel industry in two of his immensely successful films RAJA HINDUSTANI and FANAA. The characters, which have been played by him in these films viz., that of a taxi driver and a tourist guide are the two vital cogs of any tourism industry of a country, and in case of India these two are the much maligned and riled category.
His other characters have also been hovering assertion of the Indian pride and its eponymous manifestation is LAGAAN and with TAARE ZAMEEN PAR he has been able to carve a special niche among the children as well, a category, which is one of the most influential decision makers in making a choice about holidays. None of his compatriots have by fortuitousness or any other reasons, these roles in their oeuvre and that could be the reason that he has been chosen as a brand ambassador for Incredible India.
Now that the government has decided to choose Aamir Khan as a brand ambassador for Incredible India perhaps it should also think about roping in Dev Anand as the elder representative for Incredible India campaign. After all, he was the first tourist guide of the Hindi films who brought into relief the role of a tourist guide in a tourist destination, through his epochal film GUIDE.
The case for Dev Anand is strong as his generation, in India has now become enamored about traveling to different parts of the country, as their children are very busy with their own lives. If Dev Anand as a Raju Guide could sell the country in an effective manner among the pensioner generation, then the cause of tourism would be served in no better manner. Even otherwise Aamir has a great fondness for Dev Anand and so has Dev Anand for Aamir and both of them appearing in unison could do wonders for the cause of a destination called Incredible India.