No payment was made to Amitabh Bachchan: Prasar Bharati CEO

Mumbai: Amitabh Bachchan today said he did not enter into "any contract" with Doordarshan to endorse its channel DD Kisan, contrary to reports.

Bachchan, 72, said his campaign for the new channel was "pro bono" and happened many days ago.

"I wish to state that I have not entered into any contract with Doordarshan, on the endorsement of their Channel DD Kisan, and neither have I received any money from them. I worked with the advertising agency Lowe Lintas on the campaign for DD Kisan, and have not entered into any contract with them either, nor have I received any money from Lintas, as being stated," he said in a statement.

"My 'deliverables' on this campaign have been executed by me many days ago. I work pro bono on various issues and DD Kisan Channel is one of them." There were reports that Bachchan was roped in for Rs 6.31 crore in the most expensive endorsement deal ever by an actor.

When contacted, Prasar Bharati CEO Jawhar Sircar said that DD Kisan did mark Rs 8.6 crore approximately for a professional roll-out campaign by Lintas that goes on for an year till 2016.

"Amitabh Bachchan was roped in and he did a great job as brand ambassador. I am told that no payment was made to Amitabh Bachchan and the matter was still under negotiation. Now the air is cleared," Sircar said, when asked about Bachchan's comments on the matter.