Amitabh to endorse eco-friendly cleaning product

New Delhi, June 18 (IANS) Amitabh Bachchan has been roped in as the brand ambassador of Luxor Group's newly launched cleaning product - Luxor Nano Clean.

It is a two-in-one technology, which not only cleans but also protects the object. The environment-friendly products provide protection to various surfaces as per their applications, against dirt, dust and stains for a longer period. It includes mobile/gadget cleaner and car care kit, among others.

"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 D.K. Jain, chairman and president of the Luxor Group.