Amitabh Bachchan Tapped as New Voice for Amazon’s Alexa

MUMBAI, KOMPAS.com – Bollywood superstar Amitabh Bachchan has signed on to become the next voice of Amazon’s Alexa digital assistant starting next year.

He will be the first Indian celebrity to be featured on Alexa as the Silicon Valley giant expands its presence in India’s massive market.

The 77-year-old actor has been a household name in India for nearly half a century, and his deep baritone is instantly recognizable to listeners in the country of 1.3 billion.

International companies in the likes of Amazon have poured tens of billions of dollars in the Indian market in recent years as they fight for a piece of the South Asian giant’s fledgling digital economy.

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In a blog post on Monday, Amazon India said Bachchan's "voice experience" feature will become available for purchase on Alexa next year.

"It will include popular offerings like jokes, weather, shayaris (poetry), motivational quotes, advice, and more," the firm said.

Alexa first rolled out celebrity voice option last year with actor Samuel L. Jackson, following a similar move by Google the year before, which gave users the option of hearing singer John Legend on the Google Assistant.

"I am excited to create this voice experience," the Bollywood megastar said on Amazon's blog.

"With voice technology, we are building something to engage more effectively with my audience and well-wishers."

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His earlier foray into vocal blogging in 2010, "Bachchan Bol-Bachchan Speak", allowed fans to listen to pre-recorded messages by the star at the push of a button.

In addition to competing with voice-activated devices such as Apple's Siri and Google Assistant for consumers, Amazon is battling Walmart-backed Flipkart and JioMart, owned by Asia's richest man Mukesh Ambani, for a share of the online retail market.

The tech giant, which is owned by Jeff Bezos, the world's richest person, is also trying to win eyeballs with its streaming service that competes with Netflix and Disney+ Hotstar.

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