In a bid to amuse existing users and attract new consumers to use its voice assistant over Google Assistant and Apple’s Siri, the Amazon-owned Alexa has announced that announced on Thursday that Bollywood super star Big B’s iconic voice will now feature on Alexa. Amitabh Bachchan’s fans are now able to interact with the virtual version of the legend at Rs 149, annually.
As of now, his voice is only available in India and on Echo devices only and soon will be made available on other Alexa supported devices.
This is the American tech giant’s celebrity voice feature which was initially launched in the US with the voice of iconic American actor and producer Samuel L. Jackson in 2019.
Although Amit Ji’s voice integration in Alexa was announced last year in September, Amazon’s team had been working for months to enable the voice due to multiple delays by the Covid pandemic.
To enable the feature you need to say, “Alexa, introduce me to Amitabh Bachchan” and then purchase the celebrity voice customers can get it directly from the Amazon site.
As a wake-up word users will have to say “Amit Ji” along with the default “Alexa”. The content in the new voice is handpicked and personally curated by the 78-year-old veteran actor for the Amazon users. The content includes Bachchan’s life stories, a selection of poems by his father Harivansh Rai Bachchan, tongue twisters, motivational quotes, etc. Bachchan’s voice will also be used when asked for music, alarms, and weather updates.
For instance, users can ask “Amit Ji” to play songs from Kabhi Kabhi” or “Amit ji, Sholay ke gaane bajaiye.”
The new feature also includes many easter eggs such as Bollywood trivia, behind-the-scenes stories from movies like ‘Kabhi Kabhi’ & ‘Sholay’ along with personalised birthday wishes.
The feature available in both Hindi and English can be used for various tasks like shopping, general information, routines, smart home control, skills, etc
Talking about how excited he was to work on this unique project with Amazon, the veteran actor said, “Working with Amazon to introduce my voice on Alexa was a new experience in bringing together the magic of voice technology and artistic creativity. I am excited that my well-wishers can now interact with me via this new medium, and looking forward to hearing how they feel about this.”