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Tag: Akshay Kumar

  • Biotech firm Mylab signs Akshay Kumar as brand ambassador

    New Delhi: Pune-based Biotechnology firm Mylab Discovery Solutions has roped in Bollywood actor Akshay Kumar as its brand ambassador.

    The molecular biology company is focused on developing tests for human diagnostics, food safety, agriculture, and veterinary. It had recently launched the country’s first Covid-19 self-test kit, CoviSelf.

    The partnership aims at creating awareness about the company’s instruments and kits for laboratories and individuals, including CoviSelf, it said in a statement. According to Mylab, Kumar will play a vital role in educating people about the use, safety, and efficacy of products, thus making people well equipped to fight against Covid.

    “Through this association, I am hoping to support their goals of solving difficult problems in healthcare and empowering every citizen to lead a healthier life. I look forward to a long and fulfilling association with the brand,” said Kumar.

  • Dabur dons Kovirakshak kit, as ASCI doffs Chyawanprash ad

    Dabur dons Kovirakshak kit, as ASCI doffs Chyawanprash ad

    Mumbai: India’s leading FMCG major Dabur India Limited Tuesday announced the launch of Dabur Kovirakshak Kit that includes Chyawanprash, Giloy, Tulsi and Juri-Tap products.

    A company message said the product is “A combination of time-trusted ayurvedic medicines to help in faster recovery from ongoing respiratory infections. Dabur KoviRakshak Kit was developed and launched based on (the) Indian Council of Medical Research (ICMR) guidelines and after (a) thorough study on infected patients”, the company has claimed.

    The company’s website also prominently claims: “Get your Dabur Kovirakshak kit – As part of our commitment to fight the COVID-19 pandemic, Dabur is distributing free Kovirakshak kits to the first 200 people who register with us. Sign up to get your immunity shield.”

    The new audience interactive advertisement comes only a day after the Advertising Standards Council of India (ASCI) pulled up the brand for making misleading claims through its advertisement for Dabur Chyawanprash. ASCI had asked the ayurveda major to modify or withdraw the Chyawanprash ad that claimed to offer protection against the Corona virus. The print ad published in March this year claimed that taking two spoons of the product daily provided protection against COVID-19.

    ASCI secretary general Manisha Kapoor told IndianTelevision that while she’s yet to see the new Dabur Kovirakshak ad, “Each product and advertisement will have to be examined on its own merit, if they are able to prove what they are claiming then its fine.” She added that they have not received any complaint about the newer advertisement so far. 

    The ad featuring actor Akshay Kumar stated that the claim is backed by “clinical studies conducted in 5 centres”.

    The advertisement ran into controversy on social media after several people tagged ASCI to look into the matter. Brand consultant & strategist, Ambi Parameswaran had also tweeted and alerted ASCI about a possible violation:

    ASCI launched an investigation after a formal complaint was lodged and noted, “Dabur Chyawanprash has immunity building properties, however, it is not established whether the product could protect one against (the) Corona virus.”

    In its report to Dabur, as reported by online media afaqs, ASCI stated that the claim made in the advertisement “could be construed literally by an ordinary consumer, that consuming the product would protect one from COVID-19”. Following the investigation of reports and data provided by Dabur, the Consumer Complaints Council (CCC) of ASCI in turn maintained that the “claim is misleading by ambiguity and exaggeration and is likely to lead to widespread disappointment in the minds of consumers.”

    ASCI has advised Dabur to suitably modify or withdraw the advertisement by June 4, 2021.

    The ad had attracted major trolling on social media after its brand ambassador Akshay Kumar announced that he has tested positive for covid-19.

    The irony of the situation was not lost on net users who trolled the brand as well as the actor over the apparently false COVID-19-protection claims.

    A section of the online community had also red flagged the actor and the company for being reckless while promoting products through incorrect claims.

    While the Covid-19 outbreak has brought some businesses to a grinding halt, it has also served as a business opportunity for others. Several FMCG giants cashed in on the health-related fear induced into the general public by the pandemic by launching a plethora of immunity-boosting products ranging from beverages comprising of juice, tea, coffee to probiotic shots and supplements in capsule form, mixes and powder, even food items.

    The Indian Immunity Boosting Packaged Products Market is projected to reach $ 347 million by FY 2026, as per a report, owing to increasing consciousness and focus among Indian consumers towards sickness preventing health foods.

    Major players operating in the immunity boosting packaged products market include The Himalaya Drug Company, Dabur India Ltd., Patanjali Ayurved, among others, which have capitalised on their ayurvedic lineage. Dabur India is a remarkable case in point, with the home-grown FMCG major overhauling its go-to-market strategy.  

    While Brand strategist Ambi Parameshwaran believes the brand has played it safe this time by avoiding any blatant mention of COVID-19 protection in the ad copy, he still feels the product name may get it into trouble once again. He said, “Just on the basis of the name Kovirakshak Kit they can be taken to ASCI again. Rakshak in Hindi means protector, which again implies COVID-19 protection, not just immunity. So, while the copy is correct, I still have an issue with the brand name. They could be hauled up once again.”  

    In either case, the controversy has meant piqued audience interest inadvertently for a second time, not necessarily in the interest of public health. Bad publicity is also good for publicity.

  • Khiladi Akshay Kumar stands firm as Star Cement brand ambassador

    Khiladi Akshay Kumar stands firm as Star Cement brand ambassador

    Kolkata: Star Cement has roped in actor Akshay Kumar as its brand ambassador, and as part of the association, the Kesari star can be seen in the brand’s latest television commercial airing on major channels.

    In the TVC, Kumar dons the role of a pilot who tries to land his helicopter after it develops some snag while flying. Much to the surprise of the co-pilot, Kumar confidently lands on the roof of a house made with Star Cement. The commercial conveys the message that the roof made with Star Cement has taken minimum time for solid setting, which is quick and strong setting. The product feature then blends with the brand promise of Hai Tayyar Hum for all challenges.

    The TVC master is 45 seconds and there are edits of 30 and 20 seconds in Hindi, Assamese and Bengali languages. The campaign is supported by billboards across the north east, West Bengal and Bihar in addition to digital, social media and FM radio.

    Star Cement  CEO Sanjay Kumar Gupta said the actor’s endorsement will help the brand as it enters into a new phase of growth. “One of nation’s greatest Icons Akshay Kumar truly reflects our firm commitment, determination and preparedness for all the challenges that may come our way. We are truly proud and honoured to have Akshay Kumar on board as the brand ambassador and we believe that this association will turn out to be beneficial for the brand.”

    Akshay Kumar added, “I am delighted to be associated with Star Cement. I support their goal of being the fastest growing and most competitive cement brand in eastern India. I quite liked the brand’s campaign line Hain Tayyar Hum which is simple yet denotes a strong message…readiness to meet all challenges. We thoroughly enjoyed shooting the campaign. Playing a pilot was a lot of fun and it has turned out so well in the TVC. I look forward to a long and fulfilling association with the brand.”

  • What the second Covid2019 wave means for Maharashtra

    What the second Covid2019 wave means for Maharashtra

    New Delhi: The unabated increase in the number of Covid2019 cases has once again threatened to stall the pace of the financial and entertainment capital of the country. As Maharashtra reported 57,074 positive cases in the last 24 hours, the Shiv Sena-led coalition government has announced strict restrictions all over the state, including Mumbai, till 30 April.

    The rules, which come into effect on Monday, include a night curfew from 8 pm to 7 am and a complete lockdown over the weekends from 8 pm on Fridays to 7 am on Mondays. Except for essential services, everything will be closed on weekends.

    The government has banned any kind of gathering of five or more throughout the day. Industrial operations and construction activity will continue, however, all the malls, restaurants, bars, gyms, sports complexes, auditoriums, and places of worship will be closed. Schools, colleges, private classes too will remain shut except for students of Class 10th and 12th. E-commerce will be allowed from 7 am to 8 pm for home delivery only if the staff is vaccinated, or else the establishment will be fined Rs 1,000.

    Cinema halls shut, shoots to continue

    The state government has permitted the film and television shoots to continue under strict guidelines, to enable the entertainment industry to get back on its feet. However, it will have to battle the severe consequences of complete closure of theatres, cinema halls, and multiplexes which were already working under 50 per cent capacity since mid-March.

    The restrictions could land a serious blow to the entertainment industry, which not only faces an imminent loss of theatrical revenues but an impending threat to its revival plans. Another lockdown could compel filmmakers and production studios to reconsider their intent to release films in cinemas this summer, which may ultimately head to streaming. However, it can’t be denied that certain curbs are required, with film personalities engaged in active projects falling prey to the deadly virus. Actors Akshay Kumar, Govinda, TV host Aditya Narayan (part of the current season of Indian Idol) were among the increasing number of celebrities who tested positive on Sunday.

    Cinema halls, which were already struggling to lure audiences back to theatres, could face an uphill task, as the sudden surge, is likely to make the public apprehensive about cinema-going. Advertising in cinema halls will also take a beating, as the restrictions come into effect. It may also slow down consumer spending during the weekends, due to the closure of malls.

    Maharashtra accounts for the largest percentage of screen share for companies like PVR Cinemas, which has 140 screens in the state. 

    Meanwhile, the television producers and broadcasters were left guessing how they would keep shooting their episodes with curfew being imposed between 8 pm and 7 am. Additionally, there was a lack of clarity whether they would be able to film on Saturdays and Sundays with Thackeray declaring a total lockdown. For some time now, the former have been beseeching creative professionals in television channels to not insist on plugging in wedding and mass gathering scenes in episodes on account of the increasing cases in the state. Apparently, the Indian Film and Television Producers Council (IFTPC) is slated to seek clarifications from the government.

    Vaccination, IPL provides a glimmer of hope

    The ongoing vaccination drive has provided a glimmer of hope. As many as 3.44 crore people have been vaccinated in the country so far. On Sunday, Maharashtra chief minister Uddhav Thackeray said the state’s focus is going to be on the vaccination drive and it would need 25 crore vaccines for its people. “At a time like this, when cases are rising, ‘life first and work later’ needs to be the priority,” he urged people.

    But how long it will take to vaccinate enough people to decelerate the rise in infections, no one can say. Till then, it remains certain that the entertainment industry might keep hemming and hawing for the coming weeks, as the government deliberates upon its next step.

    On the bright side, the return of the fourteenth edition of the Indian Premier League (IPL) to the home ground is likely to boost the morale of the advertising industry and provide an uptick in revenue. The Board of Control of Cricket in India (BCCI) has maintained that it will stick to its initial schedule and is confident of pulling off the matches in Mumbai’s Wankhede stadium, despite ten members of the ground staff testing positive. Mumbai is slated to host ten matches of the cash-rich league. However, Hyderabad is being discussed as a backup venue option. A few players including Axar Patel also tested positive on Sunday. 

    Lockdown on the weekends could possibly prove to be a boon in disguise for the television industry, especially while the IPL is underway, as the daily streaming and TV viewing could go up during the two days when people will have to remain at home. A significant number of IPL matches are scheduled on weekends.

    Biggest single-day spike ever

    India breached a grim milestone on Monday, with 1.01 lakh Coronavirus infections being reported for the first time in the country. Ten states contribute to 90 per cent of the total cases, led by Maharashtra which currently accounts for around 58 per cent of the total Covid2019 caseloads  in the country. The active number of infected cases in the state stands at four lakh, while the fatalities have mounted to 55,656.

  • Akshay Kumar takes the immunity pledge with Dabur Chyawanprash

    Akshay Kumar takes the immunity pledge with Dabur Chyawanprash

    NEW DELHI: Embattled FMCG Dabur India, whose flagship product Dabur Honey was at the centre of a controversy after failing the NMR purity test, is now relying on star power to turn around its dented fortunes. The company has signed on A-list actor and fitness icon Akshay Kumar as the new face of its health supplements brand Dabur Chyawanprash.

    A new campaign featuring Kumar, a paragon of what it means to live healthy, calls on the nation to come together and pledge to build “inner strength and fighting spirit” in these uncertain times.

    “Strong immunity is the need of the hour with the threat of illnesses looming around us,” said Dabur India Ltd CEO Mohit Malhotra. “Dabur Chyawanprash, with the power of more than 40 herbs like Ashwagandha, Giloy  and Amla, has always stood for boosting immunity to fight illnesses. Dabur Chyawanprash has always celebrated and championed the cause of building the health of the nation. Akshay Kumar is emblematic of health, fitness and inner strength, the properties of Dabur Chyawanprash. We are happy to welcome him to the Dabur family.”

    The new campaign serves as a rallying cry, inviting Indians to keep their immunity strong for themselves and for the nation.

    “With this communication, Dabur Chyawanprash, along with the charismatic Akshay Kumar, are also establishing our strong sense of pride about ‘Made in India, by Indians, for Indians’, and caring for every Indian household’s immunity and well-being,” added Malhotra.

    Conceptualised by McCann Worldgroup India, the film attaches a deeper purpose to why each one of us needs to keep our immunity high. It takes the idea of immunity from safety for an individual to the strength for an entire nation. And it does that by inviting Indians to take a pledge for becoming strong from within so that we can support each other in this journey and emerge stronger.

    “Har ghar me, har kisi ko, leni he ek shapat khud ko strong banane ki, kyuki hum strong rahenge tabhi toh har mushkil se ladenge. Bharat kare vishwas, har din Dabur Chyawanprash.” Leading this pledge is Akshay Kumar, who helps galvanise the masses in joining this movement.

    Prasoon Joshi, chairman, McCann Worldgroup, Asia Pacific CEO & CCO McCann Worldgroup India, said: “Akshay is a fitness icon in our country and so is the brand Dabur Chyawanprash. I have always believed that there should be an inherent resonance between the brand and its endorser, which is absolutely so in this case. I have been part of Dabur’s communication for more than two decades and seen the journey to the top. This will be another great chapter in the brand’s journey and would strengthen the relationship with the consumers.”

    Akshay Kumar said: “I am immensely proud and happy to be a part of the Dabur family. Dabur has relentlessly nurtured the country’s health and fitness through the science of authentic Ayurveda. I really believe that together, Dabur and I, will take Dabur Chyawanprash to every household, every person – so that collectively our nation’s immunity becomes stronger and we can conquer every challenge.”

    The film’s essence is in activating and tapping into the power of immunity and collective action. It portrays Indians from different walks of life who are doing their bit to keep the nation going. And at the heart of it is their inner strength driven by the core of benefit of Dabur Chyawanprash – 2X immunity. 

  • Akshay Kumar & Rana Daggubati’s Socialswag to launch in February 2021

    Akshay Kumar & Rana Daggubati’s Socialswag to launch in February 2021

    NEW DELHI:  Actors Akshay Kumar and Rana Daggubati are coming together to create India’s first influencer-led online marketplace – Socialswag. The app is set to be launched nationwide in February 2021.

    Socialswag is a new age platform that will enable consumers to connect with celebrities, influencers, bloggers, and other inspirational individuals through personal interactions and learning forums. By combining entertainment and learning, the app will enable interactions in multiple ways – masterclasses, live-chats, shout-outs, virtual selfies to name a few.

    Akshay Kumar commented, “I have seen so many opportunities in the digital domain this year and I believe this platform, with some of our products like my masterclass or a virtual selfie, will give not only me but all my peers an additional opportunity to closely connect with fans in these changing times.” 

    Rana Daggubati added, “This is a very fast-growing space and I’m super excited to be partnering with Akshay sir. We will bring the best of sport, entertainment and vocational opportunities to this platform and look to make it best in class. Our launch with our first few products will be in the first quarter of next year and the team is working towards making the fan experience a unique one for the global Indian audience.” 

    Socialswag is designed to focus on two aspects – education and entertainment. While there have been many fan engagement apps that have entered the market over the last few months, the coming together of these two superstars promises to deliver a unique experience to the consumer.

  • Dollar Industries adapt to changing consumer trends

    Dollar Industries adapt to changing consumer trends

    Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy.

    The company said that it explores many aspects of self, audaciously embracing and showcasing a collective individuality and shattering of the status quo.

    The Dollar Missy campaign film, featuring Bollywood star Chitrangada Singh contradicts the popular philosophy of women prolonging to dress up, the campaign showcases how Dollar Missy enables today’s Gen Y woman to get ready in a jiffy so that she may seamlessly juggle between her personal, official and social lives.

    The Dollar Bigboss commercial starring Akshay Kumar reveals the actor’s perfect clone effectively devised, failing in one final and most vital test. Unlike the Dollar Bigboss vest worn by Akshay, his clone’s vest gets easily ripped off portraying only the original brand can stand up to the test of advanced strength and durability.

    Developed by Lowe Lintas Kolkata, it reflects the brand’s alacrity to adapt to changing consumer trends and break existing stereotypes when it comes to fashion, both for men and women.

    Both the commercials have been directed by ad film maker, Shiven Surendranath. The campaign has been released on both electronic and online platforms.

    Dollar Industries MD Vinod Kumar Gupta said, “With our decade long association with Akshay Kumar, our brand has witnessed a 3x growth. Coming to Dollar Missy, for women, armed with an enviable range of womenswear, we felt it was time for us to break old-standing beliefs as well. Our festive collection consists of 102 colors to choose from. The leggings cater to various occasions and are a perfect fit for women across various leagues of life.”

    Lowe Lintas regional creative officer Janmenjoy Mohanty said, “Akshay is a brilliant actor who pulls off the film with flying colours. With regards to Missy, the concept was derived from the product itself. These easy-to-slip-on legwear are meant for a wide variety of occasions and uses and lends itself perfectly to the idea that today’s multi-tasking woman is game for #SpeedDressing.”

  • Policybazaar’s new spot pushes health & term life insurance

    Policybazaar’s new spot pushes health & term life insurance

    NEW DELHI: Policybazaar.com has launched its new television campaign “AapKiSideHai”. The ad campaign features Policybazaar’s brand ambassador, Akshay Kumar, highlighting the brand's promise of embracing a holistic customer-centric approach while helping to bridge the insurance protection gap in India.

    “While we continue to highlight the importance of Health & Term life Insurance through our marketing campaigns, with the brand promise of Policybazaar AapKiSideHai, we also intend to position Policybazaar as a customer-centric brand, that is committed to stand by its customers, both pre and post-purchase”, said Policybazaar.com. head of brand marketing Samir Sethi.

    Read more coverage on Policybazaar

    The new brand campaign reinforces Policybazaar’s core value of putting the customer first by delivering on its promise of providing a trusted platform for all types of insurance products. The brand is committed to guiding the customer throughout the insurance journey, starting from recommending the right products at affordable pricing, ensuring that the policy issuance process is smooth and fast, and, to providing services and claims assistance when needed.  

    The new ad series highlights Policybazaar's unparalleled support to customers while providing them with the ease of comparing and buying term and health plans online with guidance at each & every step.

    Speaking about the TVC launch, Policybazaar.com COO Sharat Dhall said, “Our ultimate aim is to provide 360-degree assistance to customers that start from when the policy is bought, to provide assistance when the claim is paid out, should such a situation arise. Winning and maintaining customer trust is a strong ethos within the company and this campaign reflects that. At a time when the world is grappling with a crisis like no other, the brand intends to instill confidence in the customers’ buying decisions by assuring them the protection of their futures with the right insurance products & thorough assistance throughout the journey.”

    The new brand campaign in its series displays moments of indecision that people may have while investing in protection products. It addresses these queries & emphasizes the importance of nurturing a bond with the consumers thereby creating customer delight.

  • Harpic’s new spots continues to aware Indians on disinfection

    Harpic’s new spots continues to aware Indians on disinfection

    NEW DELHI: For 100 years, Harpic has been working towards providing clean and hygienic sanitation solutions across the world. Being a leader in the toilet care category in India, Harpic has been pioneering the cause of hygiene and sanitation in Indian homes for decades.

    Harpic, with its new brand campaign- ‘Saaf Nahi Swachh’, is educating consumers on superior hygiene and disinfection of toilets and bathrooms at home to protect their family’s health & well-being.

    RB Hygiene south Asia CMO Sukhleen Aneja said, “Over the last 100 years, Harpic has been a champion in providing access to clean and hygienic sanitation solutions across the world. Its communication has been focused on driving behavior change. With our new ‘Saaf Nahi Swachh’ campaign, we’d like consumers to adopt superior disinfection at home to keep their loved ones protected. Harpic’s range of toilet and bathroom cleaners not only provide superior cleaning and disinfection but have also been found effective at killing the Covid2019 virus while being extremely water efficient vs commonly used detergents.”

    Read more stories on RB

    Bollywood actor Akshay Kumar commented, “Being associated with Harpic has helped me reach out to Indian audiences and educate the Indian audiences them on the need for optimum hygiene and sanitation. During the ongoing pandemic, where everyone is aware of the need to wash hands, disinfect floors and surfaces, cleaning toilets & bathrooms that can have illness causing germs is equally important. I am certain that this campaign will be a message for consumers not just to clean but also to disinfect their bathrooms and toilets, thus avoiding the spread of infection.”

    RB Hygiene south Asia director R&D Dr. Skand Saksena highlighted, “Harpic plays an important role in providing superior solutions that effectively clean and disinfect toilets/bathrooms. Both, Harpic Toilet Cleaner and Harpic Bathroom cleaner, have been scientifically proven to successfully kill Sars-Cov-2 virus when used undiluted. These products, therefore, play a contributory role in protecting homes and families during this tough time.”

    Read more stories on Havas Media

    The Harpic ad film has been created by Havas Media.

  • Prince Pipes Ropes In Akshay Kumar as brand ambassador

    Prince Pipes Ropes In Akshay Kumar as brand ambassador

    NEW DELHI: Prince Pipes and Fittings Ltd (PPFL), one of India’s largest integrated piping solutions and multi polymer manufacturers, today announced that actor Akshay Kumar will represent the company as brand ambassador for its recently launched water tanks segment. In present times, when health is of primary concern, the association will provide even more impetus to the company’s vision by capitalising on Akshay’s tremendous brand recall to reinforce the brand values of Prince Pipes centering on trust, quality and high value. The actor will also continue to be the brand ambassador for the company’s piping business. 

    Prince Pipes is one of the leading polymer pipes and fittings manufacturers in India in terms of production capacity, number of distributors, and number and variety of products manufactured. The company’s product portfolio comprises an array of piping solutions used for varied applications in plumbing, irrigation, and sewage disposal and a range of  7167 SKUs, and now also includes the newly launched water tanks category.
    Akshay Kumar said, “Enduring relationships must be cherished and valued. I am very happy to be associating with Prince Pipes once again and to continue the work we have done so far for a very important cause. This association reflects our common belief in trust, quality and value and I surely look forward to the journey ahead.”

    Prince Pipes and Fittings executive director Parag Chheda said, “Akshay has been the brand ambassador for Prince Pipes since 2018 and we are delighted to extend this association with him and work with him for the new water tank segment, which is expected to grow at a high pace. He has been an integral influencer of several Indian social issues and the Prince Pipes brand portfolio resonates very well with Akshay’s ability to reach out to our industry participants across India, especially in Tier 2/3 regions and hyper local domains. With a 30 year legacy in manufacturing high quality water piping and now storage systems for a whole gamut of applications, our brand stands for expertise, trust, quality and high value, which are also true to Akshay.”   

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