Brand experts in the country see the government’s new ‘Incredible India’ ambassador as a mascot for women power too.
Coming out in support of the Centre’s decision to make Bollywood actress Priyanka Chopra the face of the ‘Atithi Devo Bhava’ campaign, experts feel Chopra’s international repute -- which includes two international music singles and an American TV drama series -- will stand in good stead.
The ‘Incredible India’ campaign is mostly broadcast in foreign countries to reflect that “Indians are good hosts”.
“I am happy to see that the government has decided to bring a female brand ambassador for the Incredible India campaign. While Amitabh Bachchan is obviously a great choice, bringing Priyanka Chopra in the campaign is a significant step as it shows equal representation of women into the development of the country,” said Piyush Pandey, executive chairman and creative director for Ogilvy & Mather India and South Asia, who launched the campaign 10 years ago.
Hinting at the departure of incumbent ambassador Aamir Khan, Pandey said, “I had launched the campaign 10 years ago but this does not mean that I will be attached to the campaign forever.”
Another brand expert, Harish Bijoor, echoed similar thoughts. “Bringing Priyanka Chopra on board is a two-way hedging by the government. The idea is to represent an Indian woman – who is young and also strong, and renowned globally,” said Bijoor, adding, “Priyanka Chopra is the protagonist in the American TV series Quantico and also represents the successful young female bracket of India.” While presence of a senior citizen (Bachchan) in the advertisement reflects culture of trust and commitment, a young face (Chopra) assures a vibrant and dynamic society, he explained.
The ministry was initially considering suggestions to choose only a female personality as the mascot for the ‘Atithi Devo Bhava’ series which is part of the ‘Incredible India’ campaign to attract foreign tourists. However, it was felt that Amitabh Bachchan’s iconic image was important for the success of the campaign.