Consumers can add Amitabh Bachchan’s voice to their Echo devices for INR 149 ($2) for one year.
Bollywood superstar Amitabh Bachchan has become the first Indian celebrity to lend his voice to Amazon’s AI assistant Alexa.
Indian customers can include Bachchan’s voice to their Alexa experience on Echo devices for an introductory price of INR 149 ($2) for one year.
Users can add Bachchan’s voice to echo devices by clicking on Echo devices or pressing the mic icon on the Amazon shopping app (android only). Follow it with the command “Alexa, introduce me to Amitabh Bachchan” to start the purchase or interact with Bachchan’s voice. The wake word “Amit ji” can be used to further interact with the icon’s voice.
Amazon claims to have also incorporated original and specially curated content handpicked by Bachchan. It includes stories from his life, a selection of poems by his father — Harivansh Rai Bachchan, and more. In addition, customers can also ask for music, set alarms and get weather updates in Bachchan’s signature style.
Not all tasks can be programmed with Bachchan’s voice. Tasks like shopping, general information, routines, smart home control, skills, and more will still be taken care of by Alexa.
Puneesh Kumar, Country Leader for Alexa, Amazon India, said: “With the complexity that is inherent in India, we had to find someone whose persona cuts across all barriers. A person who caused equal excitement among audiences, whether they are older or very young. Someone who is relevant across the country, whose voice was distinct and created a positive emotion. Mr Amitabh Bachchan was really the only choice.”
On Echo, users can interact with Alexa and Amit ji in English, Hindi or both. On the Amazon shopping app, Amit ji and Alexa can interact in English for the time being.
Globally, Amazon only had a single feminine voice taking commands in millions of homes until earlier this year, wherein it launched its male virtual assistant Ziggy. Alongside it also launched new celebrity voices of Shaquille O’Neal, Melissa McCarthy, and Samuel L. Jackson, at the cost of $5 each.
Like Bachchan’s voice, these voices are programmed for mostly alarms and timers, jokes, weather reports, etc.
