Using a fresh face as a brand ambassador gives the audience a new perspective and enables to widen the brand’s reach. The government’s selection of Amitabh Bachchan as its Tourism brand ambassador (the Incredible India campaign) personifies its unwillingness to take on a fresh face as its ambassador. Although there is no doubt of Big B’s influencing persona, the government may have unknowingly pigeon-holed itself to a safe zone in terms of reaching out to a newer audience. Earlier, the brand ambassador for Incredible India was Aamir Khan.

An ambassador embodies the true spirit of the brand, and is often selected for his or her unique personality with which the brand resonates. For instance, Tata Motors recently tied up with Argentinian star footballer Lionel Messi, an awe-inspiring man driven by self-belief and loved by football fans the world over, especially the youth. Similarly, Micromax signed on Hugh Jackman in 2013 in order to position itself as an international brand. These brand endorsers have helped their brands to expand their footprint across the globe in various international markets.