Bollywood superstar Amitabh Bachchan is now the newest celebrity to join the crypto craze. Big B has been designated as the brand ambassador of the Indian crypto exchange CoinDCX. As the brand ambassador of CoinDCX, the senior Bachchan will be working to raise awareness about cryptocurrency and to popularize it as an emerging asset class, the company said.

“Through Mr. Bachchan, CoinDCX wants to convey that it is at the forefront when it comes to the safety of its users and being compliant with all the regulations. In addition, the brand aims to educate prospective users about the crypto space”, says a company statement.

Bachchan will be part of a new campaign that’ll focus on popularising cryptocurrency as an asset class. CoinDCX said that Indians have recently taken a liking to invest in crypto but awareness needs to be raised regarding safe crypto investments.

“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 with 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,” said Sumit Gupta, co-founder, and chief executive officer, CoinDCX.

Amitabh Bachchan has been an enthusiastic embracer of all things new, digital, and crypto. Earlier, it was reported that Bachchan will be rolling out his own NFTs, or non-fungible tokens, which are digital files that serve as digital signatures to certify who owns photos, videos, and other online media. Some of the most valuable NFTs are sold for millions of dollars at auction houses.

Recently, Amitabh Bachchan became the only Bollywood A-lister to launch a limited edition, unique Amitabh Bachchan artworks as non-fungible tokens. Bachchan will roll out a collection of unique and limited artworks themed around him, such as posters of Sholay autographed by him, verses of ‘Madhushala’ narrated by him with backstories, and rare digital treasures on the BeyondLife.club, which will also mark the inauguration of the platform. The auction will take place in the first week of November.

In August this year, CoinDCX became India’s first crypto company to enter the unicorn club after a $90 million fundraise led by B Capital Group brought the company’s valuation to $1.1 billion. Founded in 2018 by Sumit Gupta and Neeraj Khandelwal, CoinDCX has onboarded more than 3.5 million users. In the coming months, CoinDCX is set to launch the CoinDCX Prime initiative which will be its latest offering in the high net worth individuals (HNI) and enterprise space. It also plans to launch CoinDCX’s global trading product, Cosmex.