MUMBAI: ICICI Prudential Life Insurance Company has roped in Amitabh Bachchan as its brand ambassador. This is the first time that ICICI Prudential Life has signed on a celebrity for a brand campaign. 
 
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."
 
The Indian actor will feature in a 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. 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."