Bollywood superstar Amitabh Bachchan has been appointed by the World Health Organisation (WHO) as its Goodwill Ambassador for Hepatitis in South-East Asia Region to boost awareness and intensify action to arrest the epidemic. As WHO goodwill ambassador for hepatitis in the region, Bachchan will lend his voice and support to public awareness programmes that aim to scale up preventive measures and advocate for early diagnosis and treatment of viral hepatitis. This is the first formal association between WHO and Bachchan, who served as UNICEF Goodwill Ambassador for Polio in India.