MxMIndia

Tag: Akshay Kumar

  • Film to be promoted through 360 integrated marketing campaign

    Pepsico pushes Kurkure connect with Akshay Kumar yet again

    By A Correspondent

     

    Just the other day we carried this story about Akshay Kumar being appointed brand ambassador of Kurkure. And now comes this news that there is a new TVC that has been unveiled. We don’t know why a reputed transnational like Pepsico India has to push its PR agency to extract media mileage in this way, but be that as may: we will record the announcement but not without this note of protest.

     

    The announcment: Kurkure’s two new flavours – Gazab Golmaal and Herapheri Hungama – through a TVC featuring brand ambassador and actor Akshay Kumar. Guess it’s essentially targeted at the Hindi-speaking belt, because one can’t expect someone in Tamil Nadu to figure what Gazab and Herapheri mean. But then this is Pepsi, and who are we to be complaining.

     

    Expressing his thoughts on the new launch and the campaign, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India, said: “Kurkure has always aimed at becoming a key part of the lives of its consumers not only through its memorable and quirky storytelling, but also through its extensive portfolio of unique offerings. We are thrilled to launch Gazab Golmaal and Herapheri Hungama with an element of mystery to tease the taste buds of our consumers. It will be very exciting to see how these exciting new flavours leave them guessing the ingredients, while wanting for more.” Mr Gandhi, we hope you take note of our anguish on you sending multiple releases at such short notice.

     

     

  • Akshay Kumar to bring his quirky magic to the world of Kurkure

    Kurkure signs Akshay Kumar as brand ambassador

    By A Correspondent

     

    https://www.instagram.com/p/B8kv0mthAXs/?utm_source=ig_web_button_share_sheet

    Kurkure has unveiled actor Akshay Kumar as its new brand ambassador. He will be seen donning a number of avatars as part of the new campaign that the brand has in the pipeline to celebrate the association.

     

    Speaking on the association, Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said: “For over two decades, both Akshay and Kukure have entertained families across India and brought people together in an endearing as well as fun manner. We believe that Akshay Kumar personifies the brand tenets of Kurkure as both of them complement each other. By combining Kurkure’s chatpatapan with Akshay’s multi-faceted personality, we are confident to create a blockbuster association that will not only create non-stop humour but also deepen our engagement with the consumers.”

     

     

  • The cricket star is followed by actors Akshay Kumar and Deepika Padukone and Ranveer Singh

    Virat Kohli stays Most Valuable Celeb: Duff & Phelps

     

    By A Correspondent

     

    Consulting major Duff & Phelps has released findings of the fifth edition of its Celebrity Brand Valuation Study 2019: ‘New is Gold’.

     

    The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts.

     

    Key findings from the report include:

    • Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million (mn) in 2019.

     

    • Akshay Kumar jumps to second position with brand value of USD 104.5 mn (a jump of 55.3%).

     

    • Power couple Ranveer and Deepika claim the third spot with a brand value of USD 93.5 mn each. Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone.

     

    • Total value of the top 20 celebrity brands stands at USD 1.1 billion, with the top 10 contributing about 75% of the total value.

     

     

    Said Aviral Jain, Managing Director, Duff & Phelps: “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (Rank 10), Tiger Shroff (Rank 17) and Rohit Sharma (Rank 20) with a cumulative brand value of USD 87.5 mn. The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalise on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values.”

     

    Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff & Phelps added: “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have parallelly adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.” Further, the study focuses on the rising trend of OTT since the upgrade of the India’s digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. The study also highlights the new tribe of celebrity endorsers who have become digital stars; they actively involve themselves in social causes and promote brands inclined towards fitness, health and wellness.

     

     

  • The campaign has been conceptualised by Lowe Lintas Mumbai

    Akshay Kumar relives his younger days in latest ad film for Revital H

    By A Correspondent

     

    Revital H has launched a new campaign with actor Akshay Kumar. The campaign has been conceptualised by Lowe Lintas Mumbai.

     

    Commenting on the campaign, Madhu Noorani, President, Lowe Lintas said: “The campaign conveys the benefit of having Revital H to boost your energy by using the insight that as we age, our energy levels are not the same as they were say ten years before. With Akshay Kumar, we have the perfect brand ambassador, given his fitness levels even at this age. The TVC showcases Akshay taking up the 10 year challenge by performing the same famous stunt with the same effortlessness as he performed in 2009 to bring alive the age message.”

     

     

  • Akshay Kumar will endorse Massey Ferguson tractors

    TAFE signs on Akshay Kumar as brand ambassador

    By A Correspondent

     

    Leading tractor-maker TAFE (short for Tractors and Farm Equipment Limited) has announced a brand association with actor Akshay Kumar for Massey Ferguson tractors.

     

    Speaking on the association, TR Kesavan, President & COO – Product Strategy and Corporate Relations, TAFE said: “Massey Ferguson tractors with its superior performance and modern engineering is an industry leader in agriculture, haulage, infrastructure and industrial applications. We believe a dynamic, powerful and accomplished brand ambassador like Akshay will help build a strong connect with our customers.”

     

     

  • Introduces a brand-new line of French fragrances to the Indian market

    Envy appoints Akshay Kumar as its brand ambassador

    By A Correspondent

     

    Envy has roped in in-the-news actor Akshay Kumar as brand ambassador for its deodorants and perfumes.

     

    Speaking on the appointment, Saurabh Gupta, Director (Marketing & Sales) – Envy – Vanesa Care, said: “We were looking for someone who resonates with the youth of today to represent the brand Envy. And we couldn’t have found anyone better than Akshay who is indisputably a youth icon of India. The message he delivers through his body of work always speaks directly to the masses. Hence, he perfectly captures the brand’s ethos. Furthermore, his sense of style, aura, and the connection he shares with the millennial generation is something which will surely help us to enhance the brand recall value amongst our target audience.”

     

     

  • Brand messaging revolves around new tagline "taalo nahi, Policybazaar.com se le daalo"

    Policybazaar.com gets Yamraj 2.0 to deliver insurance message to masses

    By A Correspondent

     

    Policybazaar.com has launched a new television commercial series featuring its brand ambassador, actor Akshay Kumar, donning the avatar of Yamraj 2.0.

     

    Speaking about the launch of the new TVCs, Sai Narayan, Associate Director and Head of Marketing, Policybazaar.com and Paisabazaar.com said: “Our latest TVCs featuring our brand ambassador Akshay Kumar as Yamraj 2.0 is aimed to ingrain a strong message among all i.e. don’t delay buying the right insurance cover that your family deserves, buy it now.  The TV commercial also highlights the ease of comparing & buying term and health plans online for all at a very reasonable rate/month. While it is easy citing excuses to avoid buying insurance protection products. Remember, only a decision today will help build a better tomorrow for you and your family.”

     

     

  • The new brand campaign draws attention to the cutting edge technology of LivGuard’s inverters and inverter batteries

    LivGuard unveils integrated ad campaign for its inverter range

    By A Correspondent

     

    LivGuard has unveiled its new ad campaign to promote its current range of inverters and inverter batteries.

     

    Said Gurpreet Singh Bhatia, CEO, LivGuard Energy Technologies Private Limited: “We are extremely delighted to launch this campaign with our brand ambassador Akshay Kumar in an unseen avatar. The traditional prospect of inverters and inverter batteries has taken a new helm with our inverters and inverter batteries. The consumers will now witness the industry’s first SuperTUFF 3D Grid in batteries, which ensures longer battery life along with Deep Cycle Design, which is ideal for geographies with long power cuts. With smart features of Artificial Intelligence battery charging in inverters, coupled with avant-garde qualities and aesthetic design of the product, we hope that this unmatched proposition will enhance the expectations of the consumers.”

     

    Speaking on the campaign, Raj Kamble, Founder & CCO, Famous Innovations remarked: “Our brief was to bring alive LivGuard’s unique combination of smartness and toughness. We chose two iconic personalities that represent these qualities – Einstein and Bruce Lee – and portrayed the same in a visually interesting way. The concept also played on the brand’s ambassador, Akshay Kumar’s strength as he’s a truly versatile performer and was ideal to pull off the same.”

     

     

  • The new brand campaign draws attention to the cutting edge technology of LivGuard’s inverters and inverter batteries

    LivGuard unveils integrated ad campaign for its inverter range

    By A Correspondent

     

    LivGuard has unveiled its new ad campaign to promote its current range of inverters and inverter batteries.

     

    Said Gurpreet Singh Bhatia, CEO, LivGuard Energy Technologies Private Limited said “We are extremely delighted to launch this campaign with our brand ambassador Akshay Kumar in an unseen avatar. The traditional prospect of inverters and inverter batteries has taken a new helm with our inverters and inverter batteries. The consumers will now witness the industry’s first SuperTUFF 3D Grid in batteries, which ensures longer battery life along with Deep Cycle Design, which is ideal for geographies with long power cuts. With smart features of Artificial Intelligence battery charging in inverters, coupled with avant-garde qualities and aesthetic design of the product, we hope that this unmatched proposition will enhance the expectations of the consumers.”

     

    Speaking on conceptualising the campaign, Raj Kamble, Founder & CCO, Famous Innovations added: “Our brief was to bring alive LivGuard’s unique combination of smartness and toughness. We chose two iconic personalities that represent these qualities – Einstein and Bruce Lee – and portrayed the same in a visually interesting way. The concept also played on the brand’s ambassador, Akshay Kumar’s strength as he’s a truly versatile performer and was ideal to pull off the same.”

     

     

  • It’s going to be about big guys and big bucks. It’s going to be quite a ride over the next two years, and I, for one, am not blinking

    OTT: Ride Along, Because It’s Buzzing!

     

    By Shailesh Kapoor

     

    It’s all buzzing on the original content front in the OTT space. The five-year-old category in India began to find its feet in 2018, as covered in this column written in September 2018. Since then, over the last six months, the buzz has got stronger by the month. Hotstar is the latest entrant in the big-ticket original content play in the digital space, with the much-publicised launch of shows under the umbrella ‘Hotstar Originals’. Netflix and Amazon Prime Video continue to scale up their India offerings, while Zee5, ALT Balaji and others continue to launch shows by the week. There’s another new entrant in MXPlayer from the Times group, and of course, the guys who started it all, TVF, are very much in the mix too.

     

    The original OTT content ecosystem in India can no longer be called nascent. Over the last 12 months, its broad contours have evolved in a definitive way. The column linked above spoke about the need to prioritize ‘quality over quantity’. While quantity still dominates, quality is slowly beginning to come our way too. And as someone who has had the opportunity to get a peek into some of what’s lined for later this year, I can say with some confidence that 2019 will be the best year for the category quality-wise.

     

    No one is currently bothering themselves too much with the question on where the money (revenue) is going to come from. It’s apparent now that there’s a sound future in this category, and eventually, its economics will work themselves out as the category settles down, maybe by 2021. But you need to be an early entrant and have a substantial subscriber base by then, and that’s what the top players, most of which have deep pockets, are prioritising.

     

    The myth that OTT will kill mainstream television still prevails, and keeps coming up in coffee machine conversations across media houses. It’s the only genuinely-misguided piece in the OTT story. Over the last two weeks, in the aftermath of Pulwama and then Balakot, news ratings have more than doubled. As mentioned in this column last week, sports and news may gain big this year, at the cost of general entertainment. But television will survive alright. Cord-cutting is still a hugely niche metro phenomenon, and there isn’t much to say on it in a country as large as ours.

     

    The intriguing question, then, is: Where are people getting all this additional time in their lives to watch digital content, especially in an age when ‘fast life’ and ‘not enough time’ are commonly-expressed grouses? The answers may not please social or medical experts. It seems that this time is being created at the cost of more ‘developmental’ activities like reading, spending time with family and friends, and… sleep. But that’s another topic for another day.

     

    Last week, Akshay Kumar, currently Bollywood’s most popular male star, walked onto a stage after setting himself on fire, to announce the launch of his new Amazon Prime series (working title: The End). That visual, coming within days of the launch ad of Kumar’s 2020 cop flick Sooryavanshi, sums up where the OTT category is heading. It’s going to be about big guys and big bucks. It’s going to be quite a ride over the next two years, and I, for one, am not blinking.

     

     

  • The ad film is directed by Uzer Khan and is produced by 30 Sec Films

    Akshay Kumar gets summer-ready in latest campaign for Dollar

    By A Correspondent

     

    Dollar Industries has launched its latest ad film titled ‘Dollar Yahan Hai’ with brand ambassador Akshay Kumar. The concept revolves around the actor’s influential style quotient.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries: “I always feel that the first five seconds are the most crucial in a TVC to grab the viewer’s attention. That is why the new Dollar Bigboss TVC opens up with Akshay Kumar being scanned by the airport security officer to establish curiosity among the audience. The Brand targets the young consumers. Akshay has a stature and appeal that resonates well with the brand’s image and this therefore helps the audience connect and understand us better.”

     

     

  • The refreshed look was unveiled by actor and brand ambassador Akshay Kumar

    Eveready unveils new revamped look

    By A Correspondent

     

    Celebrating 25 years of its tag line ‘Give Me Red’, Eveready Industries India Limited, (EIIL) has unveiled a new logo. The refreshed look was unveiled by Akshay Kumar, actor and brand ambassador of EIIL.

     

    Speaking on the occasion, Amritanshu Khaitan, Managing Director, Eveready Industries India said: “The brand Eveready is synonymous with power and energy. Over the years, the brand has evolved to address the needs of young India and speak their language. Twenty-five years of ‘Give Me Red’ is a milestone which we are extremely proud of. It reiterates our commitment to ensuring that every Eveready product is trustworthy, reliable and authentic.”

     

    Speaking on the refreshed avatar, Anil Bajaj, Senior Vice President – Marketing and Sales said: “Even today through our product offerings, we want to better people’s lives, be it through DigiLED technology in our flashlights, 100% brass flashlights, or the best in class Lumens/Watt for our LED bulb range. The unique designs and features in our appliances are few of the many technological advances brought to India in our endeavour to give cutting edge solutions to our consumers.”