Amazon, the online shopping platform, has announced the company partnered with Bollywood actor Amitabh Bachchan to create a celebrity voice for its digital assistant in Alexa. In India, this will be the first celebrity voice in Alexa, and the feature will be available after this year.

It doesn’t seem like Bachchan’s voice will be available for free though. In a blog post, Amazon said users would have to purchase the voice experience for Alexa. “It will include popular offerings like jokes, weather, shayaris, motivational quotes, advice and more,” the company said in its post.

Meanwhile, he is the very first celebrity voice from India, but not the first one globally. The company first worked with a celebrity in the United States (US), when it introduced actor Samuel L. Jackson’s voice for the voice assistant. In fact, many social media users had asked Amazon to work with Bachchan at the time.

Also, the company has used the voice of a professional actor in the past, to enable impersonation of Shakespeare and Mark Twain. There are also ways to tell Alexa to have Tonight Show host Jimmy Falon tell you a joke.

Amazon usually adds celebrity voices at a particular skill, so it’s likely that Bachchan’s voice will be used the same way. Jackson’s voice was priced at $0.99 (approximately Rs72) when it launched last year. Users could say, “Alexa, introduce me to Samuel L. Jackson”, to buy the skill for Alexa.