MUMBAI: Colors has roped in Bollywood superstar Amitabh Bachchan as brand ambassador ahead of its launch in the US and UK, two tough but revenue-earning markets for Indian broadcasters overseas. 
 
This is Colors‘ second association with the Big B. Earlier he had endorsed the channel‘s reality property Bigg Boss 3 as ‘Pop Philosopher’.

Says Colors CEO Rajesh Kamat, "Rare coupling of charisma and inherent talent is what makes Mr Bachchan the right choice for endorsing the channel. We are honored to have him on-board and are confident that, with his association with us, we will meet with similar success outside India."

The Viacom18 channel will be launching in the US on Dish Network donning the new name, “Aapka Colors,” while in UK, Colors will be on Sky EPG 829 (which it has bought from 9XM).
 
Bachchan commented, "My association with Colors began with Bigg Boss Season 3. Now, by taking on the responsibility of being its brand ambassador, I feel extremely honoured in being able to partner a media channel that has been a conduit of social change while churning out excellent quality entertainment. I am sure Colors, with its myriad hues of entertainment, will spread its magic in the US and UK as it did in India."
 
As reported earlier in Indiantelevision.com, Colors is planning a simultaneous launch in both the countries. Now it is learnt that the channel will be launched in the last week of January.