Birthday boy Akshay Kumar is far ahead in the brand endorsement game
As the Rowdy Rathore star turns 52 today, industry experts decode why Kumar is one of the most sought-after faces for brands among his contemporaries
At a time when a lot of brands are investing in young talent, Akshay Kumar emerges to be the most profitable, consistent and marketable face of the entertainment industry. Akshay Kumar leaves others behind in terms of brand endorsements. With a reported net worth of $150 million, he also jumped one place to be in the third position with a brand value of $67.3 million.
On Akshay Kumar's 52nd birthday we take a look at his brand value and huge earnings from brand endorsements.
Being associated with more than a dozen of brands such as Kajaria Tiles, Suthol, Harpic, Dollar, ThumbsUp, Honda Bikes, Tata Ace, Fortune Oil, Policybazaar, Layer'r Shot, Baba Eliachi, PC Jeweller, Lever Ayush, Anmol Biscuit, etc, the Rowdy Rathore actor presently makes more than Rs. 100 crores from brand endorsements. In addition to this, he has also been part of several government campaigns and TVCs including "Sadak Suraksha Jeevan Raksha" road safety campaign.
His versatile portfolio and sense of choosing movies make him best among the rest, says Rishi Kajaria, Joint Managing Director, Kajaria Ceramics Ltd. When asked what made them choose Kumar as the face of their brand, Rishi Kajaria reveals, our campaign was built around ‘Desh ki mitti se bani tile.’ So we were looking for a brand ambassador with a mature personality, spotless image, who can connect to masses and most importantly, who has a patriotic aura. Akshay perfectly fits our expectations.”
Atul Mohan, a Film-trade analyst, believes that Kumar has a different and better working model than his contemporaries. ”Where his competitors do 1 or maximum 2 films in a year and a half, Akshay does 2-3 or maybe 4 films at a time”, says Mohan.
“I don't see any fall in the brand value of AK shortly but only rise with some of his most exciting films on the way”, he adds.
Asked whether Akshay Kumar's brand value will continue to witness a hike in the near future, Azazul Haque, Chief Creative Officer, Mullen Lintas, thinks that while Kumar still is a strong brand and will continue to be so, it is little tough because there are lots of new faces in the industry and many brands want to connect with new faces.
Sharing his thoughts on "brand Akshay" Haque says most of the brands Kumar endorses are either telling a patriotic story or a family narrative. Stars such as Ranveer Singh have more variety in character so have higher chances of overtaking Brand Akshay.
Ranjan Bargotra, President Crayons Advertising, thinks that it's Akshay Kumar's film choice that makes him the favourite face of brands. Bargotra says his diverse films supporting causes like women’s health, hygiene, sports legends, the Armed Forces, etc., have helped him carve a niche, positioning him as someone who raises issues that are socially important.
“As a brand, I feel Akshay is very sharply positioned and is very credible. Not just on-screen, he has also made a significant contribution to the Armed Forces through his initiative “Bharat Ke Veer” and keeps doing work on ground for the various causes that he supports. I see 'Brand Akshay'only getting stronger with time”, states Bargotra.
Even after 33 years in the film industry, birthday boy, Akshay Kumar's career graph seems not only to be going up, but he is also giving tough competition to the new kids on the block!
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