The people behind a new advertising campaign that sees Akshay Kumar flaunt both his humorous and serious side to promote hosiery products said the success of the actor's current hit Holiday: A Soldier Is Never Off Duty is bound to rub off on it.
The Akshay-starrer crossed the Rs.100-crore mark at the domestic box office in less than three weeks. The AR Murugadoss directorial hit the screens June 6.
The TV commercial Fight Without Fighting launched recently by Dollar Industries Limited shows Akshay, its brand ambassador, showcasing both physical and mental fitness.
"Since he has done lots of comic roles, the ad shows his humorous side too. We feel that given his popularity for acting and fitness, people will be drawn towards our product," said Vinod Gupta, the company's managing director.
"And with Holiday becoming a hit, it is bound to affect the campaign in a positive way. We have already got some good responses in the last three to four days since the campaign went on air," he said, adding that this is the fourth TV commercial with the actor.