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ICICI signed on Amitabh Bachchan as their brand ambassador. Bachchan will endorse and promote all products and services of the ICICI group for two years. According to market sources, Bachchan -- who is at present riding high on the KBC wave -- will get Rs 10 crore for the contract. As a brand ambassador, he will endorse the main products offered by the group distributed to customers through its technology-enabled network of more than 100 branches and about 343 ATMs with round-the-clock call centers and on-line banking facilities. The list of products to be endorsed by him includes credit cards, home loans, car loans, ICICI Safety Bonds, ICICIDirect.com and any other products to be launched during his two-year term as brand ambassador. Bachchan will endorse the ICICI brand through corporate and product campaigns on television, print and outdoor medium along with select events such as new product launches and customer-reward programmes.
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