Grasim Suiting, the textiles division of Grasim Industries Limited, the flagship company of the Aditya Birla Group announced that one of the biggest Indian film industry star will now be dressing up in Grasim.
Style icon Akshay Kumar, one of the few Bollywood film stars who wears India’s best known designer Ritu Beri on his sleeve, literally, is the new brand ambassador for the Grasim men’s wear collection.
Announcing this at a glittering event in New Delhi, Grasim Industries Ltd. Textiles Division President and Unit Head Mr S Krishnamoorthy said, “Grasim today stands for superb quality, innovation and style. The suave and charismatic Akshay epitomizes the Grasim brand’s ideology of the power of fashion.”
“We take great pride in delivering premium quality suitings to our consumers. As we enter our next phase of growth, there is a need for a brand ambassador who could make a fashion statement and at the same time command a mass appeal.
Akshay is known for his great sense of style and his widespread popularity. There is 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 men on all occasions.”
Marketed under the umbrella of Grasim Suiting, Grasim Industries offers a wide range of brands like Plural, Caramel, Medova, Ice Touch, Freedom, Venetia and Juventus, among others.
Grasim Industries is one of the leading players in the ready-to-stitch over the counter fabric industry with a national presence through 45 exclusive retail showrooms and innumerable outlets across the country. Akshay Kumar will be the ambassador for the mother brand – Grasim Suiting as well as all sub-brands, playing a key role in brand and product communication and promotion.
Elaborating on Akshay’s role for Grasim Suiting, Mr S Krishnamoorthy added, “Akshay as brand ambassador will play a significant part in our larger strategic move to make the brand develop a more mass and universal appeal. Having conquered the metros, we are now moving into smaller towns and cities where consumers find a strong link between fashion, style and icons."
"Research has shown that Akshay has successfully crafted the image of a person who carries a very strong work ethic, is disciplined, has a healthy lifestyle and, with all that, is very stylish.”
Elaborating on the promotional plans, Mr Krishnamoorthy said, “We have plans to promote Akshay’s association with Grasim through TV, print and outdoor campaigns. We will also be featuring him in several customized 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 be launching an exclusive Akshay signature collection for his fans across the country.”
Known for his chiseled looks and dynamic persona, both on and off screen, Akshay Kumar has evolved as an actor since he began his screen career back in 1991. Starting as an action hero, Akshay has reinvented himself to be among the most versatile actors in the industry.
Dressed to kill for the occasion, Akshay Kumar, expressing his excitement, said: “Grasim appeals to me as a brand that stands for unmatched quality and it’s a great privilege for me to be 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 Suiting the leader in its segment.”
Grasim has started this year on a very aggressive note on the retail front. The brand has already opened five exclusive showrooms within the first three months and is looking at adding 25 more by the end of 2007.
