Bollywood actor John Abraham has been roped in as the brand ambassador for Arunachal Pradesh Tourism.The 43-year-old actor feels north east region has been "alienated" from the rest of the country, with people having little knowledge about it."Historically and geographically, we have alienated the North East from the rest of India. It is truly sad. I think we have to be inclusive and it is high time we include North East in India," John told PTI in an interview.

The Dishoom star feels it is important for people to know how beautiful the place is and spread more awareness regarding it. "It is important for us to bring it back in the mainstream and tell people that this place is not impossible to go to. It is so beautiful, it has everything that we look for." he added.

| Source: Twitter/@JohnAbrahamCLUB

The actor says when he was offered to be the face of the state, he considered it as a "blessing in disguise" as it is the region he supports the most. John says he is now keen to shoot films there,"I spoke to the honourable chief minister Pema Khandu and told him that I would be keen to shoot a film there. He assured me that he will extend any kind of support and service that is needed. So when the CM is forthcoming, it makes life easier."

BE Viacom18 has partnered with the government of Arunachal Pradesh to provide strategic consultation services to promote the tourism in the state.