In 1999 Rai participated in a world tour called the "Magnificent Five", along with Aamir Khan, Rani Mukerji, Akshaye Khanna and Twinkle Khanna. In the same year, she was appointed as Longines Ambassador of Elegance. In 2003, she became the first Indian actress to be a jury member at the Cannes Film Festival. In the same year she became a global brand ambassador of L'Oréal, alongside Andie MacDowell, Eva Longoria and Penélope Cruz. Rai is the brand ambassador for The Eye Bank Association of India's nationwide campaign to promote eye donation in India. In 2005, she became a brand ambassador for Pulse Polio, a campaign established by the Government of India in 1994 to eradicate polio in India. In the same year, Rai was appointed spokesperson for the International Year of Microcredit, raising awareness of the main goals and priorities of the United Nations' poverty alleviation efforts.