MUMBAI: Amitabh Bachchan has been roped in as the brand ambassador of jewellery retail chain Kalyan Jewellers.

The announcement is in tandem with Kalyan's focus on becoming the preferred brand for jewellery in India.

Kalyan Jewellers MD T.S. Kalyanaraman said, "Signing on Mr. Bachchan is a strong step towards the evolution of the Kalyan brand and in line with our brand philosophy of trust and credibility. Kalyan's products are known for its combination of style and performance and world class quality. Mr. Bachchan embodies an exemplary blend of both style and performance, making him the ideal choice to endorse our products. With his remarkable appeal across all sections of people in the country, we are confident Mr. Bachchan will communicate our brand's attributes to our consumers effectively."

Bachchan added, "Throughout my career I have been very selective about aligning myself with brands. Kalyan Jewellers are an iconic jewellery brand with a great heritage and strong presence in South India. I'm overwhelmed to partner with them and represent the brand across India."

The company will soon launch an ad campaign that will get national and international visibility. Bachchan will be endorsing Kalyan jewellers not only in North India but also will be used for commercials in South. He will act with the company's other brand ambassadors in South.

In the past, Kalyan has done campaigns to educate people about purity in gold, pricing malpractices in gold and cheating through offers and schemes. These campaigns were endorsed by popular South Indian actors like Nagarjuna, Prabhu, Sivrajkumar, Mammootty and Dileep. Bachchan's presence will render these campaigns a different dimension on a national scale, the company said.