Amitabh Bachchan has sold everything in ads from hair oil to life insurance, but no one thought he would succeed in selling chief minister Narendra Modi's Gujarat as a hot tourist destination. In fact, until 2010, Gujarat was a case study in how a state can dissuade tourists from coming despite having some great tourism spots. Gujarat has the longest coastline in India, dotted with pristine beaches. There's Kutch, a stark and bewildering desert that glimmers on a full moon night. There are wildlife sanctuaries with species found nowhere else in the world, like the Asiatic Lion and the Wild Ass. And there are Harappan and Gandhian heritage sites, along with places of pilgrimage that rank high with the faithful. Despite all this, Gujarat ranked 10th among all states in terms of tourist inflow in 2010. Then came Bachchan as Gujarat's brand ambassador and his Khushboo Gujarat ki campaign.