Akshay Kumar to promote Levi's
22 Aug 2008
Looks like the movie Singh is Kinng is as lucky for Akshay Kumar as is Fear Factor. The versatile action hero has been roped in by premium American jeanswear brand Levi's as its brand ambassador for a year in India.The new campaign has been shot in Los Angeles and will be aired from August 26.The campaign has been created by JWT Bangalore.
Madison Communication's Entertainment Unit, MATES, worked on the Kumar-Levi's association. After extensive research Akshay was finalised for the brand because of his clean image and physical fitness.
And, so the affable macho man of Bollywood will be ambasador for Levi's first jeanswear range, the iconic 501, which is all about machoism and a certain ruggedness which, after all, is what Akshay is all about.
According to sources, Kumar has reportedly been paid a whopping Rs12-Rs15 crore for the endorsement deal.
Akshay will begin with the oldest Levi's range, the 501. Deepika Padukone is the only other Bollywood star to endorse a Levi's product presently. She endorses the Signature range for women.