With amitabh bachchan becoming the face of Gujarat and Shah Rukh Khan that of Paschim Bengal, Maharashtra wanted a brand ambassador. When Madhuri Dixit was approached, she demanded a fee of Rs 9 crore and the Maharashtra government dropped the proposal.
Sachin Tendulkar was also approached but he declined because of his cricket commitments. Hrithik Roshan has now been approached and he is likely to be the brand ambassador for the state.
Aamir Khan is the face of India Tourism with the Athidhi Devo Bhava slogan.