The campaign consists of two television commercials; one on sensitizing against misbehaviour with tourists and the other against Garbage & Graffiti at tourist sites. The scripts of both the films have been written by the celebrated and award winning lyricist Shri Prasoon Joshi and directed by the famous and award winning director, Shri Rakeysh Om Prakash Mehra. According to the Secretary, Ministry of Tourism Shri Sujit Banerjee the entire campaign by Shri Aamir Khan and his team was done free of cost.
In the 60 seconds commercial, Shri Aamir Khan, the actor and activist strongly advocates friendly behaviour towards tourists as it is a matter of national honour and for the economic advantages that accrue to all the stakeholders from the growth in tourism. Through the 40 seconds television commercial on Garbage & Graffiti, the message of preserving and protecting our rich heritage is effectively brought out by the brand ambassador. The film has been shot at the Kanhari Caves, Mumbai.
The Television Campaign will be supported by the print campaign for release in the national dailies.
The website www.atithi.org.in became operational with Aamir Khan seeking participation of the viewers to stand up against misbehaviour with tourists and to stop people from defacing the monuments and littering at tourists sites.
A face-to-face programme for direct interaction to create awareness amongst the masses will commence shortly in Mumbai and Delhi. Posters will be distributed and put up at various strategic points to make the campaign a complete integrated programme which will eventually turn into a mass movement.