BSF appoints Virat Kohli as brand ambassador

Cricketer Virat Kohli has been appointed the brand ambassador of the Border Security Force (BSF), officials said on Sunday.

This is the first time that any central force in India has decided to appoint a brand ambassador.

"His name (Virat), meaning huge, is synonymous with the force. Plus he is a rising star," BSF director general Subhas Joshi said at an event at the officers' mess in south Delhi.

After Joshi honoured Kohli in the presence of Minister of State for Home Affairs RPN Singh, the Arjuna awardee thanked the BSF for the honour. "I am very proud to be associated with this patriotic force that is doing a great service to the nation by guarding its borders," said Kohli.

Joshi expressed the hope that Kohli's association will be instrumental in enhancing the public image of the border force.

Speaking on the occasion, RPN 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."