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Grasim Suitings ropes in Akshay Kumar as brand ambassador

18-May-2007
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Grasim Suitings ropes in Akshay Kumar as brand ambassador

Grasim Suitings, the textile division of Grasim Industries, has roped in Bollywood actor Akshay Kumar as its brand ambassador. He will be endorsing the mother brand Grasim Suitings as well as all sub-brands. He will play a key role in brand and product communication and promotion.

S Krishnamoorthy, Textiles Division President and Unit Head, Grasim Industries Ltd, said, “Today, Grasim stands for superb quality, innovation and style. The suave and charismatic Akshay epitomises Grasim’s brand ideology of the power of fashion. Akshay is known for his great sense of style and his widespread popularity. There is a perfect synergy between the brand and the actor, and we believe that the relationship will go a long way in defining Grasim as a perfect fabric for all occasions.”

Elaborating on Akshay’s role for Grasim Suitings, Krishnamoorthy added that the actor will play a significant part in the company’s larger strategic move to make the brand develop a more mass and universal appeal. “Having conquered the metros, we are now moving in to smaller towns and cities where consumers find a strong link between fashion, style and its icons,” he added.

“We have plans to promote Akshay’s association with Grasim through TV, print and outdoor campaigns. The print campaigns will break within a week in dailies and magazines. The TVC will go air within 15 days, while the outdoor hoardings will be first put up in major metros, followed by smaller cities and towns. We will also be featuring Akshay in several customised marketing programmes for Grasim at the retail and consumer levels. He will also be the retail face of the brand and will be engaged in the Grasim Suiting channel partner programmes. Going forward, we will also launch an exclusive Akshay signature collection for his fans across the country,” elaborated Krishnamoorthy.

Kumar said, “Grasim appeals to me as a brand that stands for unmatched quality, and it’s a great privilege for me to get associated with this brand. I look forward to working with one of the most trusted brand names in the country and contributing towards making Grasim Suitings the leader in this segment.”

About brand endorsements, Kumar opined, “I am very particular in choosing the brand I endorse. For me, a brand has to match my personality and inherent traits. I should be comfortable and proud of the brand that I will endorse, just like the way Grasim appeals to me as a brand that stands for unmatched quality.”

Kumar has been refusing to endorse ‘sub-standard brands’ like innerwear, cigarette, or alcohol products as a matter of policy. Currently, the actor endorses Microsoft, Thums Up and now Grasim.

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