Aamir and Rakeysh had done a film last year too which produced good results because of which the tourism industry approached them again this year. Aamir feels that the tourism industry must have powerful names standing up for it. He is doing the Atithee Devo Bhava (guest is god) campaign very seriously.
Rakeysh feels that Aamir needs to show the world that India is a hospitable country and that Indians love taking care of guests. Aamir"s face and personality is well suited for the campaign. Meanwhile, Rakeysh is doing two more films for the tourism industry as he believes promoting tourism promotes the film industry as any kind of cultural exchange helps cinema.