Katrina expressed her appreciation for the appointment, calling it an “honour” to be named the brand ambassador. (image-Instagram/katrinakaif)
Bollywood star Katrina Kaif has been appointed as the new Global Brand Ambassador for the Maldives, announced the country’s Maldives Marketing and Public Relations Corporation (MMPRC) on Tuesday.
The high-profile partnership comes at a crucial diplomatic juncture, just a month before Prime Minister Narendra Modi’s scheduled visit to the island nation and as relations between the two countries begin to improve after a period of strain.
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In a statement, the MMPRC said it was “delighted” to have Katrina Kaif represent the Maldives on the global stage. “Katrina Kaif is a globally recognised icon, a distinguished performer, and an award-winning entrepreneur whose influence spans industries and continents,” the agency noted.
With her strong public appeal and massive following, the agency believes she is ideally suited to promote the Maldives’ luxury travel and tourism offerings.
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Katrina expressed her appreciation for the appointment, calling it an “honour” to be named the brand ambassador of the ‘Sunny Side of Life’ campaign. “The Maldives represents the pinnacle of luxury and natural beauty – a place where elegance meets tranquillity,” she said. She emphasised that the collaboration would help bring the “finest travel experiences” of the Maldives to a global audience.
The campaign is expected to spotlight the Maldives as a premier travel destination, particularly among Indian and international tourists, and will feature Kaif promoting the country’s iconic beaches, resorts, and cultural richness.
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CEO and Managing Director of Visit Maldives, Ibrahim Shiuree, said the country was “thrilled” by the partnership. “Her vibrant personality and strong connection with audiences worldwide make her a perfect representative for the Sunny Side of Life,” he said.
The move comes at a time when diplomatic ties between India and the Maldives are on the mend. Tensions flared in January 2024 due to political and regional disagreements, but recent efforts have seen both nations take steps toward reconciliation. Katrina Kaif’s appointment is being viewed as a soft-diplomacy gesture that signals a return to cultural and economic collaboration between the two neighbours.
