New Delhi, Tuesday, 19 August 2008: The tourism ministry has roped in Aamir Khan as the brand Ambassador for its brand campaign ‘Atithi Devo Bhava’ (guest is akin to god) to showcase the country’s rich heritage and culture. The ministry is yet to finalise the type of campaign it wants to do for the coming year. On the actor’s agenda are sessions on personal grooming and appropriate behavior with tourists. The actor will train porters, tourist guides and truck drivers.

“I have accepted the invitation. I am very happy to be part of it. It is a wonderful country and ‘incredible’ is the fitting word for it,” Khan, told reporters the actor, who said he would be working free of cost for the campaign, appeared to have a fair idea about what he was going to do.

The ‘Incredible India’ campaign launched in 2002, showcasing the country’s unique heritage and cultural aspects, has been a major hit and made considerable impact on the tourism sector. Earlier, Shah Rukh Khan was a part of the campaign for creating awareness on garbage disposal.

According to Aamir, films are a good way to showcase India. “After the movie ‘Lagan’, wherever I go, I used to meet people who were interested in visiting India.” Aamir made it clear that his participation was part of his social commitments and he had no plans to enter politics