Escorts has roped in Amitabh Bachchan to endorse tractors. The promotional films and television commercials made at a cost of around Rs 1 core 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 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.
According to company soruces Amitabh 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.