Akshay Kumar races against time with new Dollar campaign, ET BrandEquity

Dollar Industries, a frontrunner in the hosiery industry, has released its new brand film starring Bollywood actor Akshay Kumar as the man of the hour. The film conceptualized by Lowe Lintas Kolkata strikes a chord with the audience and takes the brand imagery to the next level.

“We have enhanced the Bigboss range to include not only innerwear but also athleisure, gym-wear, and casuals for men. Through our enduring decade-long partnership with our brand ambassador, superstar Akshay Kumar, our brand has experienced substantial growth,” said Vinod Kumar Gupta, managing director, Dollar Industries.

The television campaign of Dollar Bigboss is a new take on the brand, underscoring all the inherent values. The storyline is about a suave urban man, unfazed by the chaos and confusion of traffic, on his way to an important meeting. The wearer (Akshay Kumar) who is scheduled to attend an important meeting is clearly getting badly delayed as his car is caught in a snarl-up over a waterbody.

An idea hits him and he decides to ditch the road route and opts to go through water on a skate board as he catches sight of ongoing water sports. The young girl he approaches is only too happy to lend him her board, mesmerized as she is by his aura. So, we catch him gliding smoothly over water, avoiding vehicles altogether and reaching the venue of the meeting right on time, even as attendees are impressed by his punctuality.

“Fit hai, Boss,” says the face of the brand, reinforcing the dependability that Dollar Bigboss represents. The commercial has been directed by the ad film maker, Uzer Khan.

Commenting on the campaign, Mohit Pasricha, unit creative director, Lowe Lintas said, “Quite frankly, being punctual isn’t something that should be even up for debate. Unfortunately, being late has become the usual norm. However, come to think about it, and we will realize that the people who should be the most ‘busy’, are in fact very particular about time. The same holds true for Akshay. Despite being such a busy superstar, Akshay is a real stickler for punctuality. So, when we conceived the new commercial, we decided to stitch Akshay’s life values ​​with riveting water-sport action so that in the end, it is not just relatable to the audience but also makes for an entertaining watch”.

The new commercial has been released on all online and offline platforms.

Watch the video here: