Indiantelevision.com Team

(22 July 2010 8:50 pm)

MUMBAI: Taking a clue from the celebrity-rich Indian Premier League (IPL), ESPN Star Sports has appointed Amitabh Bachchan to build the brand equity of its Champions League T20 series.

Bachchan has already begun to shoot for the promotional films and stills for the event that will be held in South Africa this September.

While talking about the ESPN-AB partnership, Bachchan wrote on his blog, "I have been signed on to endorse ESPN for the Champions League Cricket T20 tournament to be held in South Africa in September. And because of paucity of time we had to shoot all the promotional films and stills for print and short seconders for TV and dub it by the evening in order that they are able to release the publicity soon."

He further added, "Thankfully it has all gone off well and I have just completed the dub for what we shot in the morning. But the rush and the speed with which it all had to be done was some kind of a marvel."