Big B, who has drawn flak from danseuse Mallika Sarabhai for his indiscriminate endorsements, has been roped in by a telecom company to promote tiger conservation.

The company has been running a campaign on tiger conservation, which is already endorsed by Indian cricket captain Mahendra Singh Dhoni, star footballer Baichung Bhutia and Tamil film hero Surya.

Sarabhai had severely criticised Bachchan's credibility, particularly over the decision to represent her state, Gujarat.

Tiger conservationists, however, are not affected by such controversies. " The situation on the tiger front is quite critical and it does not matter who promotes it. If the public becomes more aware and fights poaching and infrastructure projects that harm tigers, that is a good thing," an activist said.