Royalty with loyalty – That’s the ‘mantra’ which Akshay Kumar has followed in the industry ever since he broke into the scene more than 25 years back. While it is a known fact that majority of filmmakers repeated him during the early stages of his career, as he stepped up the ladder there has been a role reversal of sorts where he has given multiple opportunities to the people that he has worked with.
That’s apparent in the world of endorsements as well where he has been associated with most of the brands for a really long time, something that has resulted in his income of over Rs. 100 crores that came during the year for by, hence making him find a place right at the top when compared to other existing superstars and the new talent which is coming in.
“If you look at the brands that he is endorsing, Akshay Kumar has been associated with majority of them for last 8-10 years. He is loyal to them, they give him the royalty, it is as simple as that,” says a prominent brand manager, “That’s how you keep the relationship going. Deliver your best, and get well paid for it. Akshay has been doing that brilliantly all these years.”
No wonder, brands like Honda, Tata, Nirma, Dollar, Massey, Hindustan Lever and Eveready amongst others vouch for him.
“There are around 20 brands that he is endorsing which feature him right through the year. His exposure level is also just right; neither too much nor too low,” he continues, “What is further remarkable is the fact that he plugs them all in quick time when he has three to four films releasing every year. That’s further time management and work management for you. Akshay has clearly mastered this art.”
Guess a lot to learn for others in the business as well when it comes to balancing the art of royalty and loyalty.