Saturday, August 23, 2008
The hottest Bollywood star, Akshay Kumar, is not just cashing upon his series of superhits these days, but has also become the hot favourite with the advertisers. So Akshay Kumar has clinched a brand endorsement that suits his dare devil tough personality the most.Thay has recently signed a whopping Rs 15 crore deal with Levi’s for an advertisement to promote the brand’s ‘501(R) Jean’.
Akki will soon be seen unbuttoning his jeans in a steamy Levi’s ad, also featuring US supermodel Saira.
Levi’s 501 is a direct descendant of the first pair of the brand’s jeans ever made. The message being ‘Live Unbuttoned’, really appealed to Akshay, and he has also liked all the international ads that they have previously shot for the 501 button fly.
Akshay said about this ad, “The word unbuttoned has a meaning for me. I am very selective in choosing the brands I endorse. The image and positioning of the brand is of utmost importance. Everything else is secondary.”
The concept of the campaign is about freedom as it talks about the pleasure that a woman gets by unbuttoning the jeans. Akki has even told the brand manager that not just the physical aspect of unbuttoning but the entire campaign could be woven around the watchword ‘Live life unbuttoned’ or liberate yourself.
The campaign is scheduled to be launched by the brand ambassador Akshay, in a mega event in Mumbai, on August 26.
