Aamir Khan and Incredible India Controversy: Which side are you on?
In one of the television commercials, featuring Bollywood superstar Aamir Khan, the actor was seen asking viewers, "Which side are you on (Aap kiss taraf hain)?"
The television advertisement, part of the 'Athithi Devo Bhavah' campaign for 'Incredible India', in a nutshell, encourages countrymen to join hands to make India 'incredible' by our good deeds.
Now, when confirmed reports (after initial dilly-dally by the government) say Aamir will cease to be the face of 'Incredible India', we are all asking each other, "Aap kiss taraf hain?"
Airing political views proved costly
It is not unusual for any brand (here in this case, the tourism ministry) to end or not to renew its contract with a celebrity, promoting their cause or product.
However, the "divorce" between the Lagaan actor and the tourism ministry came close on the heels of Aamir's comments on the "rising intolerance in the country".
Thus, to outwardly reject suspicion of naysayers that Aamir's ouster from the campaign is because of his "intolerance" comments, won't be justified as well.
Social media divided over intolerance debate
The social media was abuzz with opinions-both in support and condemnation-for the actor.
The
netizens
were
sure
which
side
they
were
in.
Either
the
country
is
witnessing
rising
intolerance,
or
the
whole
debate
surrounding
intolerance
is
fabricated
by
opposition
parties
to
create
trouble
for
Prime
Minister
Narendra
Modi's
regime.
Aamir's
removal
from
the
tourism
ministry
campaign
is
just
incidental.
The
actual
debate
is
whether
intolerance
exists
or
not,
in
the
ground.
Tourism ministry plays it safe
To douse the fire at the earliest, the tourism ministry on Wednesday (January 6) said they had not hired the actor, but had left it to an agency to do that.
"Our contract was with the McCann Worldwide agency for ‘Atithi Devo Bhava' campaign. The agency had hired Aamir for the job. Now, the contract with the agency is over. The Ministry has not hired Aamir. Since the contract with the agency is no more, automatically the arrangement with the actor no longer exists," Union Tourism Minister Mahesh Sharma said.
Incredible India, Incredible Aamir
On Thursday, Jan 7, Aamir issued a statement, saying:
"It
has
been
an
honour
and
a
pleasure
for
me
to
be
the
brand
ambassador
for
the
Incredible
India
campaign
for
the
past
10
years.
I
was
happy
to
be
of
service
to
my
country,
and
will
always
be
available
for
it.
I
would
like
to
clarify
that
all
public
service
films
I
have
done
till
date
have
all
been
free
of
any
cost
to
me.
It is always an honour for me to be of service to my country, and this is how it will always be. It is the prerogative of the government to decide whether they need a brand ambassador for any campaign, and if so, who that ambassador should be. I respect the decision of the government to discontinue with my services. I am sure they will take all appropriate steps to do what is best for the country. Whether I am brand ambassador or not, India will remain Incredible, and that's the way it should be."
The
actor,
no
doubt,
conducted
himself
graciously
since
the
controversy
first
erupted
almost
two
months
ago.
However,
the
ghost
of
his
previous
political
opinions
is
still
haunting
him.
Is
Aamir
paying
the
price
for
being
a
celebrity?
Or,
airing
honest
views
in
a
politically
charged
atmosphere
can
prove
costly
to
anyone?