NEW DELHI: Megastar Amitabh Bachchan, who has undertaken scores of public service advertising on Doordarshan, has now been made the brand ambassador for the pubcaster’s latest venture, DD Kisan.

Prasar Bharti additional director general Ranjan Mukherjee, who heads the channel confirmed the same to indiantelevision.com.

Bachchan will feature prominently in a Doordarshan campaign to create greater awareness for the channel.

DD sources confirmed that the actor had agreed to promote the channel as the specific request of Prime Minister Narendra Modi, who was also instrumental in appointing Bachchan as the brand ambassador for Tourism Gujarat during his tenure as chief minister of that state.

Sources further said that Bachchan would feature in audiovisual, radio jingles as well as field publicity.

However, while he is reported to be excited about the association, a formal announcement will be made later.

Interestingly, Bachchan had himself registered as a farmer in 2010 when he bought land in Muzzaffar nagar village of Kakori, 23 km from Lucknow.  

Meanwhile, DD Kisan has already entered into tie-ups with the Indian Meteorological Department and several agricultural institutions and scientists to provide up-to-date information.