Mr. Perfectionist Aamir Khan was in big trouble on the intolerance controversy that makes headlines every day. Moreover, Aamir`s mascot for government's 'Incredible India' campaign as the contract for it has expired. He recently opened up on a statement, where he said "It has been an honour to be the Brand Ambassador for the Incredible India` campaign for the past 10 years. I was proud and happy to be of service to my country. 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 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."

On this statement the Union Tourism Minister Mahesh Sharma said, "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. Ministry has not hired Aamir. It was the agency which has hired him. Since the contract with the agency is no more, automatically the arrangement with the actor no longer exists." When asked, if Aamir is still the Tourism Ministry's brand ambassador he said, Definitely not!. Atithi Devo Bhava` campaign, part of the Incredible India campaign was launched during the UPA regime.