Akshay Kumar loses cola ad to Kingfisher Model Angela Jonsson

 

Akshay Kumar’s  brand of machismo, it seems, is slowly losing its charm. Last year, the actor was dropped from several shows, including Khatron Ke Khiladi in which he was replaced by Priyanka Chopra, and this year, the A-lister seems to be losing his plum commercials.

Take soft-drink brand Thums Up for example. For several years now, Akshay’s gravity defying stunts had been the USP of its action-fuelled commercials.

But come 2012, Thums Up has dropped Khiladi Kumar from its campaign, ostensibly to give its out-and-out action-oriented ads some glamour and oomph. The cola brand has replaced the Desi Boyz actor with Kingfisher model Angela Jonsson, in a bid to inject the campaign with a touch of beauty and youth.

Bagging the campaign for a product earlier endorsed by an A-lister comes at a time when Angela, an aspiring actress, is slowly edging her way into mainstream Bollywood. The model, who was named among Time’s 50 Most Desirable Women in India in 2011, has reportedly signed an exclusive contract with Salman Khan’s production house and will feature in three of his upcoming movies, including Sher Khan, Kick and Partner 2, apart from a Sajid Nadiadwala film.By choosing Angela, Thums UP seeks to overhaul its communication campaign, employing a youthful, fresh and energetic look for its ‘Aaj Kuch Toofani Karte Hain’ advert.

Joining the leggy lass in the TVC is south Indian action hero, Mahesh Babu, and model-turned-actor Sahil Shroff.

The ad sees the three performing the brand’s trademark daredevil stunts, including jumping from rooftops and running through crowded streets.

angela jonsson ad

Bagging the campaign for a product earlier endorsed by an A-lister comes at a time when Angela, an aspiring actress, is slowly edging her way into mainstream Bollywood. The model, who was named among Time’s 50 Most Desirable Women in India in 2011, has reportedly signed an exclusive contract with Salman Khan’s production house and will feature in three of his upcoming movies, including Sher Khan, Kick and Partner 2, apart from a Sajid Nadiadwala film.By choosing Angela, Thums UP seeks to overhaul its communication campaign, employing a youthful, fresh and energetic look for its ‘Aaj Kuch Toofani Karte Hain’ advert.

Joining the leggy lass in the TVC is south Indian action hero, Mahesh Babu, and model-turned-actor Sahil Shroff.

The ad sees the three performing the brand’s trademark daredevil stunts, including jumping from rooftops and running through crowded streets.

It features Jonsson in a new sporty avatar, keeping up with the boys, dressed in light pink track pants and a sports tank top. It seems the brand’s masculine bent, emphasised in its tag line ‘Live the Thunder’, has taken a bolder, younger and sexier turn.There is still plenty of action and attitude, but the outlook and mood have shifted from angry to playful.

The ad has been shot in Bangkok by Hollywood director Nick Livesey, who has contributed to movies such as Gladiator, Black Hawk Down and Hannibal.

The ad has been designed to give consumers a different yet thrilling experience, and expectedly, gone viral on the Internet.

One can only wait and watch if youthful energy triumphs over machismo in the long run.

Source: indiatoday.intoday.in/story/akshay-kumar-angela-jonsson-thumbs-up-ad/1/179244.html

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