Party spokesman Salman Khurshid said that spending such a huge sum on the endorsement was not necessarily a good idea when the farmers plight is worsening due to the agrarian crisis.
When the budget of the channel is Rs 47 Crore, spending such an amount on the promotion is "not a wise thing" to do, he said.
As per reports, actor-couple Ajay Devgn and Kajol, Salman Khan were considered by the public broadcaster before it chose Bachchan, as the face that would popularise its channel meant for farmers and rural audiences.