Mumbai: Parle Products has roped in Amitabh Bachchan as the brand ambassador for its recently launched Gold Star Cookies.

The company will be carrying out an extensive 360 degree marketing campaign to support the launch of its new range.

The brand symbolises class, rich quality, and outstanding achievement, a positioning which blends in perfectly with the enigmatic star‘s image and persona.

Parle Products group product manager Shalin Desai said, "Bachchan has a magnificent personality and a strong connect among Indians across age groups. He embodies an exemplary blend of both style and performance, making him the ideal choice to endorse our products. The goodwill and reputation he has built over the last three decades compliments our own, built over the last 80 years‘. His remarkable appeal which spreads across all sections of people in the country, compliments our brand communication."

Bachchan said, "It gives me an immense pleasure to be associated with the most iconic biscuit company of India, Parle Products. There is hardly any other biscuit brand in India which is as popular as Parle. I am thrilled to begin a new journey with Parle‘s Gold Star cookies and take the brand legacy ahead."