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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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."