Truth has a deeper impact, says Amitabh Bachchan

There is no escaping the charisma of Bollywood megastar Amitabh Bachchan. Other than entertaining people with his power-packed movies, he is the face and voice who could help Cadbury recover from the worm shock in no time and that’s why when he speaks about the illnesses that he has survived there is a deeper meaning to it.

“I have always felt that if I can truthfully say to the audience about a particular campaign. I hope it will have a deeper impact than just coming and saying few scripted lines by an ad agency. I believe that if the voice is also a sufferer it makes the communication easier,” Bollywood superstar Amitabh Bachchan told this newspaper.

So when Cadbury was in deep trouble after worms were detected in their chocolates, they headed to the superstar and requested him to be their brand ambassador. “I asked them to show how they have got rid of the worms. They took me to their factory and I saw the entire process of how they have eliminated the worms. I came back and said I don’t need a script and I am going to speak to the audiences frankly. The result was they had almost 60 per cent repair in a fortnight, he revealed.

A tuberculosis (TB) survivor, who has lost 75 per cent of his liver to deadly hepatitis-B virus, Big B has never found it difficult to disclose facts about his health though he says it comes with a burden of “being modest”.

“I think in matters like this it is important to take a personal example. I can’t hide the fact that this comes with a burden of being modest for example TB is often associated with people with lesser means. By the grace of god I am not in that category but I still contracted TB...” said Mr Bachchan.