Big B named ICICI Prudential Life's brand ambassador

MUMBAI: Megastar Amitabh Bachchan, who endorses a slew of consumer products, has been appointed as brand ambassador of private insurer ICICI Prudential Life Insurance.

This is the first time that ICICI Prudential Life has signed on a celebrity for a brand campaign, the company said in a statement here on Monday.

Big B will feature in a series of advertisements that will be part of a multimedia campaign comprising print, electronic and online media.

"ICICI Prudential Life has always partnered with people to enable them to achieve their long-term financial goals. We believe that there are strong synergies in our brand values and those embodied by Bachchan, and that makes him a natural choice to represent our brand," ICICI Prudential Life Executive Director Madhivanan Balakrishnan said.

The private insurer is a joint venture between India's ICICI Bank and UK-based Prudential Plc.