After endorsing brands like Cadbury, Dabur, ICICI and Reid and Taylor, Bollywood megastar Amitabh Bachchan will now be the brand ambassador for Zen Mobile.

"I hope my association with the brand will take it closer to people and they would be able to appreciate the brilliance and innovation of its handsets, " said Amitabh in a press statement.

Zen Mobiles is set to launch a series of QWERTY (keyboard layout) and multimedia- featured handsets loaded with social networking experience for the Indian market. As per the agreement, Big B will endorse and promote the products offered by the company.

The company will soon launch a media campaign with Big B.

"We are honoured to have Mr. Bachchan on-board and are confident that our association with him will create a deep impact on the minds of our target audience and help our brand and products meet success, " said Deepesh Gupta, managing director, Zen Mobile.

"Mr. Bachchan is a quintessential mix of charisma and style with a mass appeal, which our brand stands for. He is the best at what he does and that is also our philosophy, " he added.