Maharashtra follows the same pattern as Karnataka — no single overarching “Brand Ambassador of Maharashtra,” but a series of ambassadors tied to specific departments, campaigns, or causes over the years.
Key Point
Maharashtra Tourism’s flagship ambassadorship currently belongs to Chhatrapati Sambhajiraje Bhosale, heir of Chhatrapati Shivaji, not a Bollywood star — a deliberate choice tied to heritage and identity politics rather than pure celebrity marketing.
History / Overview
- 2016 — Sambhajiraje Bhosale (Tourism Brand Ambassador): The Maharashtra government appointed Rajya Sabha MP and Shivaji Maharaj’s descendant, Sambhajiraje Bhosale, as the state’s Tourism Brand Ambassador. Tourism Minister Jaykumar Rawal said the goal was to promote the legacy of the forts built during Shivaji’s reign; the government simultaneously announced a heritage committee, with Bhosale as a member, to recommend conservation of heritage forts and promotion of luxury/heritage tourism. The move came amid large Maratha community protests (“silent marches”) across the state at the time, giving the appointment a political as well as promotional dimension.
- Before that — the Hrithik Roshan/Madhuri Dixit episode: Reports indicate the state first approached Madhuri Dixit for the Maharashtra Tourism board ambassadorship; when talks didn’t materialize, Hrithik Roshan was brought in instead. Separately, Dixit did later serve as the Election Commission’s goodwill ambassador for the 2019 Maharashtra Assembly polls — a different, election-related role, not tourism.
- 2015 — Amitabh Bachchan (Wildlife/Horticulture Ambassador): At a Maharashtra Tourism event, Bachchan was honored as brand ambassador for the state’s wildlife promotion; he’s also been referenced as the state’s Horticulture Ambassador. This is separate from his long-running Gujarat Tourism ambassadorship.
- Girl-child welfare campaigns: Marathi actors Sachin Pilgaonkar, his wife Supriya, and daughter Shriya served as ambassadors for the state’s anti-female-foeticide campaign; the state also sought Aamir Khan’s support on the same issue following the success of his show Satyamev Jayate, and Ajay Devgn and Kajol contributed a free documentary for the “Save the Girl Child” campaign.
- 2025/26 — Shankar Mahadevan & Sonali Kulkarni: The Maharashtra Public Service Commission (MPSC) named singer Shankar Mahadevan and actress Sonali Kulkarni as brand ambassadors to raise public awareness about public service rights — a governance-outreach role, distinct from tourism.
- Youth tourism ambassador: Model/dancer Naveli Deshmukh describes herself on social media as a Maharashtra Tourism youth brand ambassador alongside a National Service Scheme role — a lower-profile, youth-outreach appointment (this one is self-reported on her social channels rather than confirmed via a government press release, so treat it as less certain than the others).
Ambassador Portfolio — what the roles cover
| Ambassador | Domain | Focus |
|---|---|---|
| Sambhajiraje Bhosale | Tourism (heritage) | Promoting Shivaji-era forts, heritage/luxury tourism |
| Amitabh Bachchan | Wildlife/Horticulture | State’s wildlife and horticulture promotion |
| Hrithik Roshan | Tourism board | General tourism promotion |
| Pilgaonkar family / Aamir Khan / Ajay Devgn–Kajol | Social welfare | Anti-female-foeticide, girl-child protection |
| Shankar Mahadevan & Sonali Kulkarni | MPSC / governance | Public awareness of public service rights |
FAQ
Who is Maharashtra’s Tourism Brand Ambassador?
Chhatrapati Sambhajiraje Bhosale, appointed in 2016.
Why was a royal descendant chosen instead of a film star?
The government tied the appointment to promoting Maratha heritage (forts, history) and it coincided with a period of Maratha community activism in the state.
Is Amitabh Bachchan Maharashtra’s tourism ambassador?
No — he’s associated with Maharashtra’s wildlife/horticulture promotion, while his tourism ambassadorship is with Gujarat.
Did Madhuri Dixit serve as Maharashtra’s brand ambassador?
She was approached for tourism but reportedly declined; she later served as the Election Commission’s goodwill ambassador for the 2019 state polls.
Are there ambassadors for causes other than tourism?
Yes — welfare campaigns (anti-foeticide) and governance awareness (MPSC) have had separate ambassadors.
If you’re compiling this for exam prep, the one fact most likely to be tested is: Sambhajiraje Bhosale = Maharashtra Tourism Brand Ambassador (2016).
