Brand Akshay Kumar: From action hero to common man's hero

His transition from being a masala film hero to being a civic hero makes him a darling of audience across all ages and cultures

by Sonam Saini
Published - Sep 22, 2018 8:59 AM Updated: Sep 22, 2018 8:59 AM
When the lines, "Mein Jo Bolta Hu Woh Karta Hu, Aur Jo Mein Nahi Bolta Woh Mein Definitely Karta Hu (I do whatever I say and I definitely do what I don’t say)" were written for the Akshay Kumar starrer Rowdy Rathore, the makers sure knew what they were doing.
According to some media reports in August, Akshay Kumar has signed eight new brand deals this year. Kumar is currently endorsing 20 brands. According to Forbes' list of world's top 10 actors, Akshay Kumar ranked 7th with annual earnings of USD 40.5 million in 2018.  
For Akshay, Forbes magazine writes, “One of Bollywood’s leading men has transitioned to socially-conscious roles, such as Toilet, a comedy supporting government campaigns to improve sanitation, and Padman, about a guy hoping to provide inexpensive sanitary pads to rural communities. He still mints millions from backend profits and endorsing some 20 brands, including Tata and Eveready.”  

The Khiladi of Bollywood has surprised the world with his choice of films and characters that he has taken up over the past few years. From playing characters that looked straight out of Mills & Boons to giving villains a run for their money with his daredevil action or making the audience laugh with his comic timing, Akshay Kumar has done it all. Even more remarkable is his transition to being a civic hero, which he doesn't just project through his films but also endorsements.

Harish Bijoor Brand Guru & Founder, Harish Bijoor Consults Inc, said, “From the angry young man clone to the action hero to the evangelist of a toilet and sanitary pad alike, this has given him a softer edge over every other hero. Brands that want that soft social edge are using this new image to their advantage in their brand-endorsement deals with Akshay Kumar.”




“One thing has not changed about Akshay Kumar - the brand credibility. People believe in him and any brand which is trusted will grow. He is very precise and disciplined, which is a good thing for any brand,” said Jagdeep Kapoor, MD, Samsika Marketing Consultants.

Echoing the similar thoughts, N. Chandramouli, CEO, TRA, believes that the actor embodies this real India image, which makes it easier for brands to connect with consumers. “He is a successful, non- controversial actor. Being practical and down-to-earth in real life and even in his choice of movies further makes him so loved. He is not really known to make big budget movies, his movies are always in the Rs 10-15 crore bracket and then he always makes money for the producers and everybody involved in the film.”

Extending his film persona to real life, after doing the film Toilet- Ek Prem Katha, the actor was soon talking about Swachh Bharat in Harpic's new TVC. From endorsing Hindustan Unilever’s indigenous range Ayush Ayurveda to creating awareness about using sanitary pads without batting an eyelid, Kumar has become a national hero of sorts. 







Kapoor feels that every good brand evolves and so does Kumar. "Akshay has gone through a process of evolution. He went through his time as a struggler, then came his Khiladi days, then he went up in terms of scale and was able to bring himself up to a particular level with the largest number of hits and Rs 100 crore club films to his name. It is all because of the fact that the evolution that took place was from a hazy brand to a precise purposeful brand," said Kapoor.

"The next stage of evolution for the actor was solely for the good of society. He has been able to evolve because he has climbed the ladder of credibility and purpose and now shares the goodness across all ages and cultures. That he can carry great humour with the same intensity as he does action is another added advantage,” added Kapoor.

Apart from HUL's Ayush and RB's Harpic, Kumar endorses a variety of brands namely Tata Motors, Honda Motorcycles, and Scooters India, Prince Pipes, RR Kables, Revital H, Relaxo Footwear, Fortune Oil, Policybazzar.com and many more.

Just last month, the Union Minister for Road Transport & Highways, Shipping, Water Resources, River Development, and Ganga Rejuvenation, Nitin Gadkari launched three short films for generating public awareness towards road safety with the actor and also appointed him as Road Safety Brand Ambassador. 


“You will hardly see Akshay Kumar endorsing a luxury brand. He always endorses social relevant, economic brands. He embodies such unique characteristics. Like Aamir Khan and Nawazuddin Siddiqui, he has his own bracket now. His image is relatable for many Indians therefore his brand value is constantly on the rise, which is rare,” said Chandramouli. 


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