In a multi-crore deal, personal and healthcare major Emami Ltd has added megastar Amitabh Bachchan to its list of brand ambassadors, which include Indian cricket captain Sourav Ganguly and cine actress Madhuri Dixit.
The deal is valued at Rs 10 crore (Rs 100 million) for a period of one year, making it the biggest ever transaction between the star and a corporate entity, company sources said in Mumbai.
"Bachchan, as we all know, is an institution by himself. Very few know that the superstar has a deep knowledge and understanding of plants and herbs and their medicinal values," R S Agarwal, joint chairman of the Rs 600 crore (Rs 6 billion) Emami group of companies, said in a release on Monday.
Bollywood stars Sunny Deol and Govinda are the other two brand ambassadors for the company.
Bachchan said, "There will be great synergy to this association between Emami and myself, which I am sure will be a long and fruitful one."
The Kolkata-based entity started as manufacturer of beauty products, toiletry and cosmetics in 1974.