This is what Raj Thackrey said quoting from the article: "That is why he was trying to be an ambassador of UP rather than Maharashtra," Thackeray said at a function."
From what I know, Amitabh was approached by the UP government to be their ambassador. A brand ambassador does not go to companies asking to be made one! By the way, What was stopping the Maharashtra government of SS-BJP when they were in power, from asking Amitabh to become the Maharashtra brand ambassador? I am sure Mr.Bachchan would not have said no.