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Press release January 22, 2010 Culture



London, 14th January 2010 : Amitabh Bachchan, named Superstar of the Millennium by a BBC Poll and the first Bollywood star to have his wax figure at Madame Tussauds, has been unveiled as the Brand Ambassador for COLORS, a Viacom 18 Media Pvt Ltd channel and India’s number one Indian Hindi entertainment channel.

COLORS, the Viacom 18 network's first branded channel coming soon in the US & UK markets, aims to entertain the entire Hindi South Asian Diaspora, across all generations.

Speaking of the development, Rajesh Kamat, Chief Executive Officer – COLORS, said“Mr. Bachchan is one of the biggest global icons from India. He has effortless charm and ability to connect with a wide range of people across demographics. This rare coupling of charisma and inherent talent is what makes Mr. Bachchan the right choice for endorsing the channel. He further added “We are honored to have Mr. Bachchan on-board and are confident that, with his association with us we will meet with similar success outside India.

Taking forward his association with COLORS, Amitabh Bachchan, now the Brand Ambassador of the channel, will be seen often on the channel to promote the shows, much to the delight of his fan's and the channel's loyal viewers.

Talking of his association with ‘COLORS’, Mr. 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 & UK as it did in India.”

Having created an unprecedented new benchmark in the Indian media and entertainment industry within a short time span – through innovative concepts, forward thinking and a strong self-belief and brand identity – COLORS has been credited for changing the landscape of Indian entertainment and redefining popular genres and formats. And now, the most dynamic channel to emerge from India takes up residence in the US & UK with its unique blend of meaningful and impacting entertainment through fiction shows, reality shows, game shows and blockbuster Bollywood films.

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