New Delhi, July 09: ICICI Bank is believed to have informed its advertising agency O&M on its decision to discontinue the contract of superstar Amitabh Bachchan, who was roped in to endorse the bank almost two years ago. According to a news paper report, ICICI found it too expensive to renew the contract of the superstar and hence had shed its brand ambassador. In November 2000, ICICI had signed on Amitabh Bachchan as its brand ambassador. Under the agreement, Bachchan was to endorse and promote the products and services offered by ICICI and its group companies for a period of two years.
As per the agreement, Bachchan would be endorsing the main products offered by ICICI group distributed to customers through its technology-enabled network of more than 100 branches spread throughout the country. Bureau Report