Amazon has made a big move in India by adding its first-ever celebrity voice to Alexa. The voice of popular star Amitabh Bachchan is now available on Amazon Echo and mobile Alexa-enabled devices. Likewise, this seems like an effort to lure in more users from India.

The company first rolled out a celebrity voice back in 2019 when Alexa could sound like Samuel L. Jackson. Moreover, the Amitabh Bachchan celebrity voice is available to purchase at an introductory price of INR 149 for the first year. Furthermore, the regular pricing is said to be INR 299.

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.