"Alexa Ji, Lock Kiya Jaye” – Amazon ropes in Amitabh Bachchan as first celebrity voice in India

Amazon has roped in legendary Indian actor Amitabh Bachchan as the first celebrity voice for its voice assistant Alexa in the country. With this partnership, Amazon plans to deliver a unique voice experience to its users. Just say “Alexa, Say Hello to Mr Amitabh Bachchan” on any Alexa-enabled device to get response in actor’s voice.

The voice service powers the Echo range of devices. Alexa is also available on the Fire TV Stick with Alexa Voice Remote, Fire TV Edition, the free Alexa app as well as the Amazon shopping app (Android only).

In addition, several third-party devices like mobile phones, Bluetooth speakers, headphones, wearables and smart TVs also come with Alexa built-in. Customers in India will be able to access Bachchan’s iconic voice on Alexa by purchasing the Amitabh Bachchan voice experience.

This feature will only be available next year.

The Amazon Alexa team will work closely with the actor to capture the iconic voice from the Shehenshah of Bollywood and deliver a unique voice experience to customers. It will include popular offerings like jokes, weather, shayaris, motivational quotes, advice and more.

When launched next year, customers in India can easily invoke Amitabh Bachchan by just asking Alexa and instantly getting their favourite superstar’s voice responding to popular requests.

“Technology has always given me an opportunity to adapt to new forms. Be it in movies, TV shows, podcasts and now, I am excited to create this voice experience in partnership with Amazon and Alexa. With voice technology, we are building something to engage more effectively with my audience and well-wishers,” the veteran actor said.