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Amitabh Bachchan endorses Colors for USA and UK audience

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | January 15, 2010
After serving as 'Pop Philosopher' in Bigg Boss Season 3, Bachchan extends his role as an endorser for the channel to woo international markets such as the USA and UK

Amitabh Bachchan is the new face of Colors and will endorse the channel for the overseas audience in the US and the UK. Bachchan enchanted the Indian audience as 'Pop Philosopher' in Bigg Boss Season 3 on Colors. He will also become a bridge between Colors and the entire region of South Asia, where Hindi works as a prominent language for the masses.

In an official communiqué, Rajesh Kamat, chief executive officer, Colors, says, "Amitabh Bachchan is a global icon and he has solicited the viewers by his presence on the small screen and, time and again, he has proved his mettle, the best example being Bigg Boss Season 3 as 'Pop Philosopher'. We cannot get a better endorser than Mr. Bachchan, who is not only a powerhouse performer but a storehouse of talent. We are proud of our association with him and it will prove equally fruitful in the international market."

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Colors, with its groundbreaking concepts, has tried to bring a complete switch in programming formats and viewing habits. Concepts that truly depict the Indian psyche, along with colloquialism, are captured in the majority of the programmes shown on the channel. Also, burdensome traditions, a scare to the new age India, are exhibited in a manner such that an individual would want to get rid of them to bring a new wave in the society.

Amitabh Bachchan, the brand ambassador of Colors, says, "My journey with Colors started with Bigg Boss Season 3 and now, as I serve the role of brand ambassador for the channel, it becomes a perquisite to be a part of an entertainment channel that provides programmes about issues that are socially relevant, with equal entertaining edge. I am sure that Colors will achieve success in the international market, as it did in India."