The press always lands up on time and in strength for anything that Amitabh Bachchan does. Taj Land's End on Thursday night was no different. The five-star hotel in suburban Bandra was teeming with journalists armed with cameras, pens, notepads, dictaphones and, of course, questions.

And all this a full 20 minutes before the function was to start. Exactly at three minutes to eight, the superstar walked in and all hell broke loose. Flashlights popped, questions started streaming in fast and furious, and elbows were employed liberally. Through all the mayhem, the Big B remained cool as a cucumber.

No wonder the industry respects the veteran.

Incidentally, all the fuss was due to Damas, an international jewellery house based in West Asia, which was launching its products in India. Big B has become their brand ambassador. Damas has entered the Indian market with an Indian partner, Gitanjali Jewellers.

After some bit of persuasion, the assembled journalists agreed to be seated. And then the promos started, which essentially told us that one big star attracts another and that is why Damas had chosen Bachchan.

Then it was time for the chairman of the Damas group, Tawfique Abdullah, to take the stage with Bachchan. AB, quite obviously, endorsed their most exclusive products – a watch and a diamond. Damas, though, has several products up its sleeve.

After the short speeches finished, Bachchan and Abdullah signed the endorsement agreement. Formalities over, the journalists came roaring back.

You were first an angry young man, then a character artiste, and now you are a television star. Which of these phases do you like the best?

I have never divided my career so well, thank you, the superstar responded. A movie gives you three hours to deliver your message and an ad film 30 seconds. Of course a film is more tasking.

Bachchan also used his subtle brand of humour to good effect. When a journalist congratulated him on his deal with Damas, the actor quipped that his wife and daughter are happiest. Not for nothing do they call diamonds a girl's best friend.

When the journalists had their fill, the colossus walked out. Graceful as ever.