BENGALURU: Bollywood superstar Amitabh Bachchan has been the brand ambassador for Gujarat Tourism Corporation Limited (Gujarat Tourism) for the past five years and more.

Bachchan, as the face of Gujarat Tourism has been seen in 22 television commercials (TVCs) in Hindi and English, the print and outdoor ads, on the tourism department’s social media page and his rich, deep, baritone is heard on many a radio stations across India exhorting Indians to spend a few days in Gujarat.

That the superstar has been successful in attracting the growing number of tourists is evident by the 2.88 crore tourists that visited in FY-2013-14, or 13.3 per cent more than in FY-2012-13. Gujarat, apart from being home to some of the most sought after tourist destinations, is home to rich and diverse cultural and traditional heritage. The Gujarat growth story has expanded to include tourism- a sector that has immense potential to change the course of employment and economy in the state and the country. The political will and burning desire to develop tourism exists in Gujarat.

Note: 100,00,000 = 100 lakh = 10 million = 1 crore.

Speaking to Indiantelevision.com at a roadshow to promote Gujarat Tourism in Bengaluru, Gujarat Tourism manager - marketing K. Bsiwas said, “Amitabh Bachchan has been the face of Gujarat Tourism for a number of years and we don’t see the necessity for a change. We have no immediate plans for more TVCs in the near future. The 22 TVCs created by O&M that he has shot for us are still very much a part of the campaign, which we run periodically across mediums to attract tourism to the state.

As per company sources, the corporation spends between Rs 10 - 15 crore every year towards ATL and BTL activities. Media buying is done directly.