S Kumars MD Nitin Kasliwal said: "We needed a brand ambassador who could 'Indianise' the brand personality. Our singular brand promise 'bond with best' needed an Indian persona, a figure who would appeal not only to the classes, but also - the masses. This, I believe, is very important for a brand to grow and hence we decided that it was time to propel the brand to a new vision, a new dimension. Hence, our natural choice was the legendary superstar Amitabh Bachchan."

"We had achieved our target of reaching out to 'India' with James Bond superstar Pierce Brosnan. Now with Amitabh Bachchan we want to touch the real 'Bharat'," Kasliwal was quoted as saying.

Bachchan added: "It gives me great pleasure to be associated with one of the leading international suiting brands in the world - Reid & Taylor. It is a privilege and honour to be considered brand ambassador for Reid & Taylor and I sincerely hope that I can contribute in my own way to make Reid & Taylor's vision of reaching out to 'Bharat' a reality'."