Amitabh Bachchan & Ganguly debut as AI holograms in India

Bollywood actor Amitabh Bachchan and cricket figure Sourav Ganguly have been turned into interactive AI-powered holograms through Proto's technology, as the company expands its presence in India.

Through a partnership involving Hyderabad-based Ikonz, Proto has created digital twins of both stars. These volumetric holograms are described as capable of fully interactive conversations in any language, aiming to enhance customer engagement and expand access to celebrity avatars across sectors including finance and sports.

The Proto hologram of Amitabh Bachchan is already active in six branches of IDFC FIRST Bank, where it provides information and supports transactions. This marks one of the earliest deployments of holographic technology for banking transactions.

Sourav Ganguly's Proto avatar was introduced at an event in Kolkata and represents the first use of a Proto hologram for a cricket star. Ganguly is the newly reappointed chairman of the ICC Men's Cricket Committee and was present alongside his hologram during its debut. The hologram allows fans and stakeholders to interact with a convincing digital recreation of Ganguly.

Speaking about the deployment of these technologies, David Nussbaum, Founder and Inventor of Proto Hologram, said: "It's an incredible honor to have the great Amitabh Bachchan and Sourav Ganguly appear in Proto hologram form. Proto's AI Persona tools let them, and other spokesmen, experts, executives, doctors, or celebrities, have hyper-real, conversational interactions with customers and fans in any language. It's perfect for India where there are 22 officially recognized languages - and in reality, over 100 more."

Ikonz, which specialises in licensing and managing intellectual property rights for celebrities and brands, facilitated exclusive global rights to use Ganguly's voice, likeness and mannerisms for the digital avatar. This allows a realistic recreation designed to engage with the public authentically. Ikonz labels the Proto initiatives in India as HXR activations.

Amitabh Bachchan commented on the partnership with IDFC FIRST Bank, saying: "This initiative by IDFC FIRST Bank highlights the role of technology in creating immersive customer experiences. It is fascinating to see how innovation continues to redefine connections. I am pleased to see my digital avatar playing a part in this journey."

Shreepad Shende, Head of Business Excellence and Corporate Strategy at IDFC FIRST Bank, said: "This technology makes banking simpler, faster, and more engaging."

Sourav Ganguly noted his enthusiasm for the project and the integrity of the partnership: "Ikonz's commitment to authenticity and respect for my personal brand gives me full confidence in this partnership." He indicated interest in exploring how his avatar could be used in sectors beyond sport, including entertainment and education.

Abinav Varma Kalidindi, CEO of Ikonz, said: "Dada has always been at the forefront of cricketing excellence and innovation. With this digital avatar, we're thrilled to bring his spirit to new audiences and industries around the world. The avatar speaks, moves, and emotes exactly as Sourav Ganguly would."

Proto has indicated that dozens of Fortune 500 companies, major universities, airports, museums, hospitals, and retailers are among its partners and clients. Partners listed include AARP, Accenture, Amazon AWS, CBS, Delta Airways, HPE, Intec, PwC, Siemens, Softbank, Walmart and Verizon.

The company's presence in sport is also significant, with more than 65 current and former professional athletes having invested in Proto. Its technology has been used in over 50 major stadiums and arenas and with organisations ranging from the NFL and NBA to the Woman's World Cup. Tiger Woods recently appeared via Proto technology in a partnership with Best Buy, and athletes including Usain Bolt, Lewis Hamilton, Mary Fowler, Nick Kyrgios, Francis Ngannou and Son Hueng-min have also used the technology.

In the Indian entertainment sector, Proto technology has featured on the television programme Bigg Boss Telugu, hosted by Nagarjuna.

Regarding its management of Ganguly's intellectual property, Ikonz stated: "By securing exclusive IP rights to Dada's voice, likeness, and mannerisms, Ikonz ensures that any organisation or brand seeking to leverage the digital avatar will engage directly with Ikonz as the sole representative and licensor. This strategic approach safeguards the integrity of Sourav Ganguly's personal brand while opening limitless possibilities."