“My association with Luxor Group goes back a long way and I have seen the brand evolved in India in a big way. A pioneer in writing instruments, Luxor has brought few world-famous brands like Parker, Pilot, and Waterman in India to serve the Indian consumer market. I wish them all the very best for their new venture and hope they continue to lead the market as pioneers," Amitabh said in a statement.
The 69-year-old will be part of a multimedia marketing campaign created by Lowe Lintas. It is estimated to be worth Rs. 15 crore. The television commercial will be directed by R Balki.
"We could not have found a better choice since his (Amitabh) acting and skills was a start of a new era in the Bollywood industry and with our product we tend to repeat the same - a two in one revolutionary technology which will definitely surprise the Indian cleaning products industry," said DK Jain, chairman and president of the Luxor Group.