For the campaign, the 69-year-old was joined by Tamil actor Prabhu, son of veteran Shivaji Ganesan; Telugu actor Nagarjuna, son of the legendary thespian Akkineni Nageswara Rao; Kannada actor Shiva, son of Amitabh's close friend and actor Raaj Kumar; and Malayalam actor Dilip.
"I have had the great honour and pleasure to have worked today with some of the popular and distinguished stars of the southern region of our country - Tamil Nadu, Andhra Pradesh, Karnataka and Kerala - who have been not just colleagues of our vast film industry, but have through the years been close friends," Amitabh wrote on his blog srbachchan.tumblr.com
"Despite the fact that their fan following and popularity is immense and earth shattering, they are by temperament such disciplined, gracious and humble beings, that it would not be possible to imagine their status and their standing if you were to meet them," he added.
"Indeed I have always found the Southern stars to be all of such standing, irrespective of their god-like stature at home among their well wishers," he added. Amitabh, who did a cameo in actor Mohanlal's Malayalam film "Kandahar", feels Southern film industry is more creative and innovative than its Hindi counterpart.
"I have also never shied away from the fact that the South film industry is greatly more talented with fresh and innovative ideas and creative thought than their counterparts in the North. Working among them, in their climate of proficiency and talent is a delight and an unmitigated honour," he wrote.