Kolkata: To inject fresh blood into the battered Brand Bengal image, superstar Shah Rukh Khan will feature in advertisements to lure tourists and industrialists to the state and ace film director Aniruddha Roy Chowdhury will start shooting a few of them this month.
A source close to the project said that the actor will shoot at select places in the state later in the month to showcase the natural beauty of Bengal along with its rich cultural heritage.
"SRK will be there as the face of Bengal. The 30-second short promotional films will try to sum up the rich flora and fauna of the state about which not many people are aware of," sources said.
The 'Beautiful Bengal' advertisements promoting tourism will be followed by a full-fledged campaign to create a positive and vibrant image of "Brand Bengal" and drive in industrialisation.
A decision on this was taken in the recent meeting between the 'Don' star and Chief Minister Mamata Banerjee last week.
"But the exact shooting schedule is being worked out now.
Our team will soon finalise the locations," said filmmaker Chowdhury, who had started his career by making ad films for multinational companies.
Having won the National Award for best film for 'Antaheen' (2009), Chowdhury has taken a month-long break from his busy schedule to work with 'King' Khan.
SRK, who also produces films under the banner of Red Chillies Entertainment, has taken a keen interest in the campaign and is involved at all stages right from conceptualisation to implementation.
Apparently the actor, who has often described Kolkata as his "second home", is not charging any fees as the brand ambassador.
"My fees for the job is that I have to get free fish fry each time I come here," the Kolkata Knight Riders (KKR) owner jokingly said to dismiss queries on his remuneration.
Interestingly, Khan is not only promoting the state but also a number of city-based companies like Emami, Concast Group and Rose Valley.
Besides he has also signed up as the brand ambassador of Prayag Film City, coming up in West Midnapore district.