Bollywood mega star Amitabh Bachchan has been roped in for a social ad campaign and will feature in audio visuals, radio jingles including field publicity for the latest channel launched by Doordarshan exclusively for farmers and rural India. Ranjan Mukherjee, additional director general of Prasar Bharati, who was looking after the launch of the new channel ‘DD Kisan’ confirmed that Amitabh would feature prominently to spread awareness about the channel, and it was the idea of Prime Minister Narendra Modi himself.

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