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Amitabh set to endorse Escort tractors

Anusha Subramanian in Mumbai

Next time you see a farmer riding a tractor on the small screen, take a second look. He is not a run-of-the mill kisan, the man at the wheel is the Big B.

Yes, Amitabh Bachchan has been roped in to endorse Escorts tractors. The promotional films and television commercials made at a cost of around Rs 1 core (Rs 10 million) is being shot by Rakesh Mehra, who directed Bachchan in the Hindi thriller Aks.

For Bachchan, who is the brand ambassador for ICICI Bank and has been endorsing other products too - like Pepsi and Parker pens - this campaign could well be closest to his heart.

His daughter is married into the Nanda family, promoters of Escorts. No wonder, he is doing it free. Well, that's what the industry sources say.

Confirming the development, Mehra says, "Yes, I am doing films for Escorts Tractors which Bachchan is endorsing." He has already shot one film in Jaipur while the second is being shot in three locations: Mumbai, Punjab and Chennai.

The print and film will talk about the product benefits and how well it goes with Bachchan's personality. Says Mehra, "Today, 78 per cent of India's population lies in villages. He is the favourite of the masses and the right choice." The campaign will be released during the October-November festival season.

During this festive season, Bachchan is also expected to be back on the small screen on Star Plus to enthrall his fans. But this time around in a new role. Star India is bringing him back to host a new big prize game show. Bachchan will be hosting this show as a part of his contract with Star.

The superstars' contract is for another 85 episodes. Bachchan was contracted for 390 episodes of which he has completed 305.

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