Bollywood superstar Aamir Khan, whose comments on perceived intolerance in the country had created a controversy, ceases to be the mascot for government's 'Incredible India' campaign as the contract for it has expired. "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," Union Tourism Minister Mahesh Sharma said on Wednesday.

Asked specifically whether Aamir is still Tourism Ministry's brand ambassador, the minister said, "Definitely not". 'Atithi Devo Bhava' campaign, part of the Incredible India campaign was launched during the UPA regime. Earlier, the ministry issued a vague statement in response to certain news reports following government's answer to a RTI query on the issue. "In response to certain news reports appearing in the media, about Aamir Khan, the Ministry of Tourism clarifies that there is no change in the stand of the ministry in this matter.

"The Ministry further clarifies that at present it has a contractual agreement with creative agency McCann Worldwide to produce social awareness campaign and the said campaign featured Aamir Khan," the ministry statement said.Two months ago, Aamir had made controversial comments on perceived intolerance in the country for which he was criticised by many senior Union ministers.

At an event, Aamir had said that his wife Kiran Rao had asked if they should move out of the country, as she feared for the safety of their children in a climate of insecurity. When contacted, Prasoon Joshi, the head of McCann Worldwide agency, only said, "We at McCann had a contractual agreement with the Ministry of Tourism for a social awareness campaign Atithi devo bhava'. Aamir Khan had graciously lent his support for the same. We have delivered the campaign to the Ministry."

Sharma said the contract for Rs 2.96 crore with McCann Worldwide agency was now over. According to ministry officials, fresh tenders will be floated to device any new campaign, if required. Officials said a report by the ministry's market and research division will also help in picking up a new face for the campaign in future. However, indications were that Aamir is unlikely to figure in the future campaign, sources said

Since morning, there have been speculations that Aamir Khan has been removed as brand ambassador of the Incredible India campaign. First we had BJP's national IT and SM Vibhag, Amit Malviya tweeting: "Aamir Khan removed as brand ambassador of Incredible #India."

This led to speculation that Aamir Khan had been removed for his intolerant comments. However, the Ministry of Tourism rebuffed the reports and said: " In response to certain news reports appearing in the media, about Shri @aamir_khan,the @tourismgoi clarifies that there is no change in the stand of the ministry in this matter.The Ministry further clarifies that at present it has a contractual agreement with creative agency Mc Cann Worldwide to produce...social awareness campaign and the said campaign featured Shri @aamir_khan."

Statement of @tourismgoi 1. In response to certain news reports appearing in the media, about Shri @aamir_khan, — Ministry of Tourism (@tourismgoi) January 6, 2016

2. the @tourismgoi clarifies that there is no change in the stand of the ministry in this matter. — Ministry of Tourism (@tourismgoi) January 6, 2016

3. The Ministry further clarifies that at present it has a contractual agreement with creative agency Mc Cann Worldwid to produce... — Ministry of Tourism (@tourismgoi) January 6, 2016

4. social awareness campaign and the said campaign featured Shri @aamir_khan. — Ministry of Tourism (@tourismgoi) January 6, 2016

From what we understand, the contract that McCann Erickson had with the Ministry of Tourism is over and that's why Aamir is no longer an ambassador. Incidentally, there was a Change.org petition asking Aamir to be removed as Incredible India ambassador.

Khan had found himself in the midst of ire from citizens from different walks of life, including some members of the Bollywood fraternity after he'd said that he was shocked by some incidents of intolerance in the country, adding that his wife Kiran Rao had even suggested leaving the country.

"As an individual, as part of this country as a citizen, we read in the papers what is happening, we see it on the news and certainly, I have been alarmed. I can't deny. I have been alarmed by a number of incidents," he said while speaking here at the Ramnath Goenka Excellence in Journalism Awards.

"When I chat with Kiran at home, she says 'Should we move out of India?' That's a disastrous and big statement for Kiran to make. She fears for her child. She fears about what the atmosphere around us will be. She feels scared to open the newspapers every day. That does indicate that there is this sense of growing disquiet, there is growing despondency apart from alarm. You feel why this is happening, you feel low. That sense does exist in me," 50-year-old Khan said.

An untowardly and unexpected outcome of this was people uninstalling the Snapdeal mobile app -- Aamir Khan is the brand ambassador of Snapdeal -- saying that they will not shop on the app or the website till the actor is removed as brand ambassador.

For old time's sake, here's an ad: