The Uttarakhand government has declared film board chairman and senior poet-lyricist Padam Prasoon Joshi as the brand ambassador of Uttarakhand for matters like pilgrimage, religion, culture and customs.

Orders in this regard were issued on behalf of the Secretary of Culture and Dharmaswa Harichandra Semwal. On behalf of the Directorate of Culture, a proposal was sent to the government to make Padma Shri Prasoon Joshi the brand ambassador of the state.

After the permission of the government, the government issued orders to make Joshi the brand ambassador. In the order, the Director General of Culture was authorized to enter into an MoU with Padma Shri Prasoon Joshi as the brand ambassador.