MUMBAI: Amitabh Bachchan  has been signed as brand ambassador of ICICI Prudential Life Insurance Company (ICICI Prudential Life). This is the first time that ICICI Prudential Life has signed on a celebrity for a brand campaign. Bachchan will feature in series of ads which will be part of a 360-degree multimedia campaign, encompassing print, electronic and online media.

ICICI Prudential Life executive director Madhivanan Balakrishnan said, “ICICI Prudential has always partnered with people to enable them to achieve their long term financial goals. We always have and continue to focus on understanding and supporting consumers to achieve their life’s goals, which has helped us win their confidence. Our leadership position is a testament of the trust and faith that our consumers have reposed in us and we will continue to nurture it. As an actor, Mr. Amitabh Bachchan has been a proven performer over the years and his longevity and proven success has made him a symbol of trust-worthiness. We believe that there are strong synergies in our brand values and those embodied by Amitabh Bachchan and that makes him a natural choice to represent our brand.”

Bachchan said, “I am very happy to be associated with ICICI Prudential Life. In my life I have seen that I have been able to deliver my best as an actor when I have felt secure and confident.  I see life insurance as a product which offers that same feeling of reassurance to people who opt for it. In this category, I have seen how ICICI Prudential Life has been able to make a mark in the industry and is today seen as a trusted life insurance brand. I am excited at this opportunity to work with ICICI Prudential Life and look forward to having a fruitful association with them.”