MUMBAI: Amitabh Bachchan is the face and voice of an integrated campaign launched by the Times of India Group across its media platforms.

The `India Poised-Our Time is Now' six-week long campaign, in the 60th year of India's Independence, kicked off on 1 January in the primt as well as its news channel, Times Now.

A special video featuring the star will also be launched as a public service campaign.The Big B's baritone can be heard across Radio Mirchi FM channels in the country asking a billion Indians to seize the opportunity and 'make 2007 the year of India.'.

Along with its television partner Times Now, the Times of India will try to delve into issues related to public governance, health, infrastructure, business and economy,environment, social sector and culture.The idea is to ask the right questions and come up with a complete action plan, states the press release.

According to the release, the India Poised campaign has a two pronged approach.While the media campaign focusses on unsung heroes like Jagdeep Chokar and Trilochan Sastry who introduced EW (Election Watch) into Indian electoral process and makes sure their inspiring stories are brought before the nation, the campaign also focusses on the "other face" of India. The campaign also allows the readers and viewers to nominate who they would consider the true face of India. Their stories will be covered both by the news channel and newspaper.

Apart from the newspaper and television medium, there is also a dedicated website www.indiapoised.com and a blog mytimesmyvoice.com. Readers and viewers can also express their opinions via SMS.

The campaign will see on ground events like panel discussions, debates, music contests and cuisine festivals.