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Superstar Amitabh Bachchan as the brand ambassador for Kisan channel

amitabh bachachan  

The state-run Doordarshan, which is already reeling under losses reportedly paid Rs 6.31 crore to rope in superstar Amitabh Bachchan as the brand ambassador for its Kisan channel.

Doordarshan's Kisan Channel was launched by Prime Minister Narendra Modi on May 26, at a time when debt-ridden farmers were committing suicide across the country.


The officials had first considered actor-couple Ajay Devgn and Kajol. They also discussed Salman Khan, before finally zeroing in to Senior Bachchan. Amitabh Bachchan is also the brand ambassador of Gujarat.

The Lintas India Private Ltd., an agency empanelled with Doordarshan, bargained hard with the channel officials to have Bachchan endorse the channel for Rs. 6.31 crore. The initial agreed sum towards the total cost of celebrity endorsement was Rs. 4.02 crore. This endorsement of the Kisan Channel by Bachchan is reportedly the actor's most expensive endorsement till date.