Bollywood legend Amitabh Bachchan, having launched his non-fungible token (NFT) collection earlier this year, will now do his bit to raise crypto awareness in India, the second-most populous country in the world.

In an announcement on Monday, the Mumbai-based crypto exchange CoinDCX said Bachchan, known as Big B, will act as a brand ambassador to popularize crypto as an emerging asset class.

“Being a crypto investor himself and having launched his own NFT recently, Mr. Bachchan is well-versed with the crypto space,” CoinDCX CEO Sumit Gupta said. “His knowledge will prove valuable in building trust and credibility among new users.”

Bachchan has a strong mass appeal, thanks to a film career spanning more than five decades, and has endorsed Pepsi, Cadbury, Tata Sky, Reid & Taylor and several government campaigns in the past. CoinDCX is confident the megastar will help the exchange reach a wider audience.

“We are certain that his association with CoinDCX will help bring greater visibility to the world of crypto and develop a strong brand recall for us,” Gupta said.

In August, Bachchan rolled out his NFT collection through BeyondLife.club, becoming the first Bollywood superstar to enter the digital collectibles space.

India’s crypto market has seen explosive growth since the Supreme Court set aside the Reserve Bank of India’s crypto banking ban in March 2020. According to recent projections by the National Association of Software and Services Companies (Nasscom), India’s crypto market is expected to reach up to $241 million by 2030.