The government's contract with a creative agency for the 'Incredible India' promotion that featured Aamir Khan has come to an end and a decision will be taken on whether it is to be renewed, culture minister Mahesh Sharma said.

The minister told TOI that a payment of Rs 2.96 lakh has been made to the agency and a board will take a decision on the future dealings. “Tourism ministry did not have an agreement with actor Aamir Khan. The ministry's agreement was with a firm to make a film. The project is completed and the ministry has paid the fees of Rs 2.96 lakh,“ Sharma said. Asked about what happens next, Sharma said, “There is a proper process to further finalize the name. A proposal will be tabled before a board and the board will finalize the name of the agency and person. In the fresh agreement, the board can finalize Aamir Khan or any other person.“

Speculation over the Bollywood star's continuance in the 'Incredible India' campaign generated controversy in the social media as he had recently joined the debate over “rising intolerance“ saying his wife had wondered whether they should leave the country as she feared for the safety of the family in a climate of insecurity.

Congress jumped into the fray, with its spokesperson Randeep Surjewala, saying, “Non-renewal of 'Incredibile India' brand ambassador contract of Aamir Khan reflects the petty mindset, parochial approach and intemperate attitude of the Modi government. Dissent and difference of opinion have become anathema to the Modi regime, be it of artists, thinkers, writers, scientists or political activists,“ Surjewala said.

Sharma, however, said it had been creative agency McCann Worldwide's decision to feature the Bollywood icon. The minister's statement seemed intended to clear up confusion created by an earlier statement that said: “In response to certain news reports appearing in the media, about Shri 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 Mc Cann Worldwide to produce social awareness campaign and the said campaign featured Shri Aamir Khan.“