Border Security Force (BSF) has appointed Virat Kohli as its brand ambassador. This is the first time that any central force in India has decided to appoint a brand ambassador.
The announcement was made at an event at the officers' mess in south Delhi. Minister of State for Home Affairs R.P.N. Singh was present during the event.
During the event BSF Director General Subhash Joshi said, "His name (Virat), meaning huge, is synonymous with the force. Plus he is a rising star".
Speaking on the occasion, R.P.N. Singh said, "It is quite heartening to know that BSF has taken an initiative to reach out to the public and improve its image. This is an innovative idea. I expect all other central force to emulate it."
Arjuna awardee thanked the BSF for the honor. "I am very proud to be associated with this patriotic force that is doing a great service to the nation by guarding its borders".
Joshi expressed the hope that Kohli's association will be instrumental in enhancing the public image of the border force.
Kohli has been bestowed this honor for his outstanding example of hard work, supreme dedication, valiant fighter spirit, supreme concentration and perseverance, the qualities which are synonymous to a BSF leader.
Kohli has been roped in by the BSF in order to bolster the appeal of the 2.5-lakh personnel strong force which is primarily tasked to guard two crucial Indian borders with Pakistan and Bangladesh.
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