New Delhi, Sept 22 IBNS | 11 months ago

Indian cricket star Virat Kohli was on Sunday announced as the 'brand ambassador' of India's Border Security Force (BSF).


Kolhi has set an outstanding example by his hard work, supreme dedication, valiant fighter spirit, concentration and perseverance, the qualities which are synonymous to a BSF leader, the BSF said in a media release.

Accepting the position, Kohli expressed his pleasure over the honour being bestowed.

"It is indeed a great honour that I have been considered for the Brand Ambassador for Border Security Force. As an Indian, I am very proud to be associated with this patriotic force that doing a great service to the nation by guarding its borders and I feel proud to be part of Border Security Force and I shall do my best to be a brand ambassador for the Border Security Force", Kohli said.

Expressing his eagerness to interact with the Border Guards by visiting various borders, he said he was looking forward to familiarizing himself with the Border Security Force.

State Home Minister R P N Singh was the Chief Guest on this occasion.

"It is quite heartening to know that BSF has taken an initiative to reach out to the public and improve their image. This is the first time that any of the CAPFs has decided to appoint 'Brand Ambassador' for image building exercise. This is a very noble and innovative idea and I expect all other CAPFs to emulate this," he said.

Subhash Joshi, Director General, Border Security Force said that "Ee are aware of the pivotal role of 'Brand Ambassador' in creating positive impact among the masses, as such, we were looking for a celebrity who reflects the true ethos of BSF, viz, 'Discipline', Dedication' and 'Professionalism' in his character.

"We do not have to search for long, as name of Shri Virat Kholi is truly synonymous to these traits," he said.

(Posted on 23-09-2013)