The superstar was reportedly zeroed in after considering the star couple Ajay Devgn- Kajol and Salman Khan for the position.
Bollywood star Amitabh Bachchan has been roped in to endorse Doordarshan's Kisan channel and is being paid a whopping Rs 6.31 crore for the task, according to Hindu.
DD Kisan has an annual budget of Rs 45 crore and had reportedly settled for Rs 4 crore as the fee for the star's endorsing role. However, Hindu reported that after a bargain with Lintas advertising agency, the final fee was settled for Rs 6.3 crores.
The superstar was reportedly zeroed in after considering the star couple Ajay Devgn- Kajol and Salman Khan for the position. The endorsing campaign for the channel is expected to go on till 30 April 2016.
The head of the channel and Additional Director-General of Prasar Bharti said that Amitabh Bachchan was chosen because of his 'connect with rural iIndia' by a high-power committee.
Senior Doordarshan official said that Bachchan would feature in audio visuals, radio jingles and also field publicity for the latest Doordarshan channel, the idea for which came from the Prime Minister Narendra Modi himself.
ADG, Prasar Bharati, Ranjan Mukherjee, who was also looking after the launch of the channel, said that a detailed publicity plan has been chalked out for spreading awareness about the channel and confirmed that Bachchan would feature prominently.
Apart from advertisements, fourteen 'Kisan Rath' vans would also travel to at least 10,000 villages to generate publicity, he said. The DD Kisan channel which goes with the tagline, 'Badalte Bharat ki Shan' is a 24x7 channel that will telecast updated information on agriculture, weather and related subject for the benefit of its target audience including cattle rearers, bee keepers, poultry owners, mechanics and craftsmen.
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