Edtech company upGrad has roped in Amitabh Bachchan as the official brand ambassador.

As a part of the partnership, Bachchan will be seen supporting upGrad’s brand value through endorsements and promotions of services offered by the platform, while emphasising the importance of ‘LifeLongLearning’ for progressive career growth.

The company aims to drive future developments which in turn shall further solidify its ambition of positioning upGrad as a household name, wherever they say higher education.

In line with upGrad’s overall marketing goals, the latest development will be followed by other events with each having a strong message addressing the higher-ed challenges that persist across the country, at large, Financial Express reported.

Commenting on the association Arjun Mohan, CEO, India, upGrad, said, “Education is certainly a very critical space where we are not just offering learning opportunities but are also committing towards nurturing lives and building a future”.

“Therefore, we take responsible marketing very seriously, and in that respect, what better than having a personality like Bachchan’s that carries so much faith and respect. Our marketing strategies are at the core of evolving industry dynamics and therefore, keeping in mind the market sentiments and audience appeal, we have taken a conscious call, which is also aligned with upGrad’s brand value of having a celebrity that resonates credibility and shall have a lasting impact on our viewers,” Arjun added.