Atithi Devo Bhava (अतिथिदेवो भव), is ancient line taken from Hindu scripture.’Atithi’ means ‘Guest’, ‘Dev’ means ‘God’ and ‘Bhava’ means ‘Is’ signifies “Guests are equvivalent to God.”
Indian Tourism is now using the same line for promoting the tourism.They are using ‘Atithi Devo Bhava’ tag line for its recent campaigns.This tag line is truely depicting the real love and respect for the guests.
As per Indian culture, every guests must be treated as God. No distinction should be made based on guest’s country, color, sex etc.In below ad campaigns, Indian Goverment 
is trying to communicate the same to all stakeholders.The campaign provides training and orientation to all stakeholders.
BRIJLAL- Atihtidevo bhava
Guest Is God – Atihtidevo bhava
HIMALAYA – Atihtidevo bhava
CLEANLINESS – Atithidevo Bhava
These ads are designed in different modules including feedback of the customer and touriusts.One ad is describing how to welcome the guests where as the other ad is showing the feedback of the tourist visited India.In short, a complete induction module is created for the stakeholders.
Further, actor Amir Khan has made this ad more appealing. Amir Khan is already working for the various other social awareness programmes like satyamev jayate,Kuposhan Bharat Chodho etc.