Bollywood superstar Aamir Khan will now sensitise people to preserve India's rich cultural heritage and teach them to be welcoming to foreign tourists.
Khan has been appointed Brand Ambassador of the tourism ministry's Incredible India campaign.
He has shot two TV commercials as part of the ministry's Social Awareness Campaign this year. The commercials shot at Kanheri caves in Mumbai will be aired from Wednesday on TV channels followed by print advertisements in newspapers and posters.
"The Bollywood actor will sensitise people against spilling of garbage and scrawling of graffiti at tourist sites and promote amicable behaviour towards tourists," said Tourism Secretary Sujit Banerjee after launching the commercials in the capital Tuesday.
The scripts of both the commercials have been written by noted lyricist Prasoon Joshi and directed by Bollywood director Rakeysh Om Prakash Mehra.
"None of the above people have charged anything from tourism ministry," Banerjee said.
The ministry also launched a website www.atithi.org that seeks to educate people and sensitise them about the importance of tourism to the country's economy and the need to be welcoming to tourists.