New Delhi, Jan 03 (Agencies): ICICI Prudential Life Insurance on Monday said it has signed Amitabh Bachchan as its brand ambassador.

"Amitabh Bachchan will feature in a series of ads which will be part of a 360-degree multimedia campaign, encompassing print, electronic and online media," ICICI Pru said in a statement.

"ICICI Prudential has always partnered with people to enable them to achieve their long-term financial goals. We continue to focus on supporting consumers to achieve their life's goals," ICICI Pru Life Executive Director Madhivanan Balakrishnan said.

Bachchan said, "I see life insurance as a product which offers that same feeling of reassurance to people who opt for it."

Private sector ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank and Prudential plc.

For H1 FY'11, the company garnered Rs 7,267 crores of total premiums. It has underwritten over 10 million policies since its inception.