Crypto exchange CoinDCX on October 4 announced the onboarding of Indian film star Amitabh Bachchan as its brand ambassador to spread awareness about cryptocurrency. As the brand ambassador of CoinDCX, Bachchan will be working to raise awareness about cryptocurrency and to popularise it as an emerging asset class, the company said.

"Being a leading exchange, CoinDCX wants to ensure that crypto is accessible to everyone. The crypto market in India is on an exponential rise, increasing gradually over the previous few years, with millions of Indians emerging as early adopters of the crypto asset class," it said.

Amitabh Bachchan who is professionally still active at the age of 78 is an extremely popular public face whose popularity cuts across generations. Currently, he hosts the 13th edition of the Kaun Banega Crorepati (KBC) telecast on Sony Entertainment and StarPlus TV channels. It is an Indian adaptation of the British TV show 'Who Wants to Be a Millionaire'.

"With this campaign, we aim to reach out to a wider audience and educate the masses about crypto as an asset class," the company said.

We are honored to have Bachchan as our brand ambassador. Being a crypto investor himself and having launched his own NFT (non-fungible token) recently, Bachchan is well-versed in the crypto space. His knowledge will prove valuable in building trust and credibility amongst new users. We are certain that his association with CoinDCX will help bring greater visibility to the world of crypto and develop a strong brand recall for us," Sumit Gupta, co-founder and CEO, CoinDCX, said.

"The crypto market in India is worth more than USD 2 trillion and set to increase with more and more Indian investors exploring new investment opportunities and adopting crypto asset class as an option that is futuristic and can provide good returns", the company added.