New Delhi: Donning a new mantle, Superstar Amitabh Bachchan today (October 31) joined the distinguished company of Hollywood legends Roger Moore and Audrey Hepburn becoming the latest Goodwill Ambassador of the United Nations' Children's Fund (UNICEF) for promoting the rights of children in India and around the world.

"I am extremely pleased to accept this responsibility. I hope that by adding my voice to the cause of children, it will make a difference in the lives of boys and girls here at home and across the region," said an elated Bachchan.

Adding yet another feather to his cap, Bachchan was recently made 'Brand Ambassador' of his home state of Uttar Pradesh for attracting investment in the industrial sector.

As UNICEF Ambassador, Bachchan will periodically speak out on issues critical to the lives of children such as HIV/AIDS, polio eradication and the need for all girls to have an opportunity to go to school, a UNICEF release said.

"Bachchan's tremendous appeal to young people makes him an ideal Goodwill Ambassador. When he speaks, people from all walks of life, from the youngest to the oldest, listen carefully. Our hope is to leverage his powerful connection with the people of India to make a difference in children's lives, as he has already done for polio," UNICEF Representative in India Maria Calvis said.

PTI