Bollywood superstar Shahrukh Khan has been roped in as the 'Brand Ambassador' of Bengal to promote the state and attract investments. Sources indicate, that the actor has been roped in on the instructions of Mamata Banerjee, chief minister, West Bengal. The actor will try to portray a positive and vibrant image of the state through a series of campaigns and advertisements.
The state government has been trying hard through a series of initiatives to increase industrial investments. Sources said that the campaign will revolve around the unique features of the state, its potential and rich legacy. The actor's services will be used to build a 'Brand Bengal' in sectors like industry, sports, tourism, art and culture.
“Discussions are at a preliminary stage now and we will soon come up with a detailed plan,” said a government official. However, he declined to comment on the financial implications of this deal.
“West Bengal is my second home,” Khan had written to the chief minister while accepting her proposal.
Ever since the actor bought the city's IPL team – Kolkata Knight Riders in 2008, he has been taking special interest in the metropolis. He is also associated with several city based corporate houses as a 'brand endorser'. At the inauguration of the 17th Kolkata Film Festival held in the city in November last year, the chief minister had requested the superstar to be the face of West Bengal, to which he immediately agreed.
The trend of having celebrities as brand ambassadors of states has caught up in the past few years. Megastar Amitabh Bachchan has lent his support for the promotion and development of Gujarat, while son Abhishek Bachchan is likely to endorse Madhya Pradesh and Aamir Khan is already promoting India Tourism through his 'Incredible India' campaign.
Meanwhile some opined that the actor's attitude may be a boon for the state, other have questioned whether Khan is the real brand ambassador of the state and whether it was necessary to appoint the actor as the brand ambassador of the state at a huge cost when the chief minister is always complaining about empty coffers and whether there is any dearth of a real 'Bengali' hero.
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