Ministry dumps SRK, ropes in Aamir to promote tourism

The tourism ministry has dumped actor Shah Rukh Khan in favour of Aamir Khan for their advertising campaign to discourage vandalization of monuments. SRK was part of the campaign film but the ministry — which recently signed Aamir as a brand ambassador — will shoot new films with the latter.

Tourism joint secretary Leena Nandan said: "The film with SRK is two years old. We will be creating two new films directed by Rakeysh Mehra that will have Aamir Khan promoting our logo of Atithi Devo Bhava."

While one film will focus on the anti-graffiti campaign on the country's monuments, the other will be a behavioural guide for tourists.

Nandan added that the aim was to create mass awareness and the ministry will conduct out-reach programmes in schools, colleges, institutions and amongst citizens groups. The formal launch is likely to be in November and Aamir will be an integral part of the promotional drive.