MUMBAI: Luxor Group‘s Luxor Nano Technology has appointed Amitabh Bachchan as the brand ambassador to endorse their newly launched product Luxor Nano Clean.

Bachchan will be seen endorsing Luxor Nano Clean products in an all India multimedia campaign estimated at a marketing budget of Rs 150 million. He will feature in TVC created by Lowe Lintas and directed by Lowe Lintas chairman and CCO R. Balki.

Luxor Nano Clean (cleaners and protectors) are based on the revolutionary Nanotechnology, a 2 in 1 technology which not only cleans but also protects the object, and is being introduced in the world for the first time by Luxor Group.

Luxor Group chairman and president D.K. Jain said, "I am very pleased to announce our association with Mr. Bachchan to endorse our newly launched product in the market called Luxor Nano Clean by Luxor. We could not have found a better choice since his acting and skills was a start of a new era in the Bollywood industry and with our product we tend to repeat the same- a 2 in 1 revolutionary technology which will definitely surprise the Indian cleaning products industry. Mr. Bachchan‘s association with our brand has done wonders to us and we hope to continue the same way."

Balki said, "Just like Mr. Bachchan, Luxor Group has been evolving over the years and have tried to remain pioneers in terms of technology, with varied product offerings. In order to capture the target audience for Luxor Nano Clean, we wanted to take help from someone who has a spotless personality and who better than Mr. Bachchan".

Bachchan added, "My association with Luxor Group goes back a long way and I have seen the brand evolved in India in a big way. A pioneer in writing instruments Luxor has brought few world-famous brands like Parker, Pilot, and Waterman in India to serve the Indian consumer market. I wish them all the very best for their new venture and hope they continue to lead the market as pioneers."