Celebrity endorsements are always bound to get the desired attention of the brand they’re promoting. Cashing in on that, the Ministry of Minority Affairs plans to rope in celebs from the sports and entertainment industries to inspire youth belonging to the minority communities.
According to Lalit K Panwar, Secretary, Ministry of Minority Affairs, “Our aim is to project these celebrities as role models who have achieved something in life, for the youth from minority communities. Five brand ambassadors will be appointed from five religious communities. Boxer Mary Kom has been approached for the Christian community, and she has agreed to take on the role. Milkha Singh ji has given his confirmation to be the brand ambassador for the Sikh community. We have also written to Irrfan and Boman Irani to represent the Muslim and Parsi communities resepectively. Dalai Lamaji was also approached as he is a Buddhist and people can relate with him better than any other celebrity, but we understand he is too big to be a brand ambassador for our project. He has, however, written to us, giving his blessings for the programme.”
The ministry is yet to work out the modalities of the contracts to be signed with the actors and sportpersons. “We will be working on a complete media package to create awareness about some 20 of our welfare schemes,” adds Panwar.