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FROM KHATRON KA KHILADI TO SINGH IS KINNG, BRAND AKSHAY KUMAR IS RULING BOLLYWOOD, THE IDIOT BOX AND THE AD WORLD!
His is a classic tale of beginning from scratch and making it big on the silver screen! After all, it’s tough for a man with no filmi background to make it so big in the cat-eat-cat world of Bollywood! But Akshay Kumar (or Akki, if you please) with his impeccable charm and effervescence has made it happen. With his no compromises attitude, this Dillii lad has established himself as a brand to reckon with over the last two years.
“Akshay has been in his true element since last 3-4 years. But the major reason for him being a brand is his great looks and modesty, as he represents the great Indian dream, equalised in true sense without any godfathers,” agrees Atul Kasbekar, Chairman & MD, Bling! Entertainment Solutions. True, but the one thing that has worked wonders for Akki is his single minded Khiladi positioning over the years – certainly an evolutionary brand rather than a revolutionary one. No doubt the former grows slowly but stays in action for a longer time. Moreover, Akshay has not just been a top-rung actor in films, but is also among the top grossers as far as endorsements go, with brands like Thums Up, Grasim, Microsoft Xbox and Levi’s already under his belt. But marketers are demanding more. Avers Jagdeep Kapoor, CMD, Samsika Marketing, “Akshay is one brand that has many more years to go. He is definitely incomparable when it comes to core values.” From selling food at a stall in Bangkok to selling pedigree brands, Akki has indeed come a long way. Agrees Kashmira Chadha, Director Marketing,
Coca-Cola India, “As a brand icon, Akshay Kumar has all throughout demonstrated his adventurous skills and has truly brought out the attitude of an Indian male. Action, attitude & adventure are qualities which one closely identifies with Akshay Kumar.” Akshay Kumar has been the brain behind building his own brand and has re-written the rules of the Indian movie business. He embodies the values of originality, sexiness and rugged masculinity that christened him as the global ambassador of Levi’s. “Akshay has lived his life unbuttoned... on his own terms, not dictated by box office norms, industry godfathers or stereotypes. He has challenged conventions throughout – just when the industry gave him the title of ‘action hero’, he demonstrated his forte in romance and comedy. And now when he is being appreciated for his comic roles in his recent blockbusters, he is going back to action movies,” avers Rajesh Gangwani, Sr. VP, JWT.
Even film critic, Taran Adarsh gushes, “Chandni Chowk to China looks promising as Akshay is on a roll these days with successive hits. Hopefully the year 2009 would also have something in store for him.” Now that’s what we call a simple story of a ‘King’ who pays homage to the classic formula of Bollywood movie ‘masala’ magic and that too from Chandni Chowk to Bollywood!
Neha Saraiya
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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