Akshay Kumar has been signed up by Honda Motorcycle and Scooter India (HMSI) to become its brand ambassador. The news was announced at the launch event of the Japanese company's first-ever 110 cc commuter segment bike Dream Yuga. HMSI has appointed a brand ambassador for the first time in Indian market. Honda India considered Akshay Kumar as the best representative for itself in an attempt to tap into his mass appeal and thus connect with the crowds. According to reports, the Bollywood actor has been offered Rs. 50 crores for this endorsement deal that lasts 5 years.
According to a company statement, “Honda as the World’s No. 1 motorcycle maker carries with it a legacy of customer oriented products from 50cc to 1800cc and goodwill of over 200 million customers worldwide. I am deeply impressed by Honda’s vision and proud to associate with this young and vibrant Brand that is innovative, technologically advanced and committed to society.”
The company is trying to connect with the masses by following the emotional route with its new corporate slogan, ‘Sach Kardenge Sapne’. HMSI is attempting to build a brand equity based on the actor's dedication and passion that made him achieve his dreams. Known for his humble beginnings and struggle, Akshay Kumar was deemed by the company to be the perfect icon for the young generation which strives to achieve their dreams.
President and Chief Executive Officer (CEO), HMSI, Keita Muramatsu said, “The new corporate direction is a step forward towards Honda’s objective to attain leadership position in India. We are delighted to have Akshay Kumar as new brand ambassador as he personifies Honda’s philosophy of Sach Kardenge Sapne and captures the imagination of Indian customers. With him on board, we will touch the heart of young India.”
Honda India aspires to be the number one brand in the two wheeler segment with its strong line-up of new products. As of now, it is perched at the third position in the domestic two wheeler market, next to Hero MotoCorp and Bajaj Auto. With this new campaign, the company is trying to separate its image from that of its former partner Hero MotoCorp.
Besides striking the Rs. 50 crores deal with the world's biggest two wheeler maker, the actor's tryst with bikes continued with a Harley Davidson. He was recently gifted a customised Harley Davidson by his close friend and co-actor John Abraham, who presented the bike that costed Rs. 30 lacs to Akshay in order to fulfil his promise to the senior actor. The two have shared screen space together in many movies, such as Garam Masala, Desi Boys and Housefull 2.
While working on Sajid Khan's Housefull 2, John promised the senior actor that he would present him with a Harley Davidson similar to his own if the movie becomes a hit on the box office. True to his words, after the movie became an instant hit and crossed the Rs. 100 crores mark, John bought the customised black Harley Davidson for Akshay. It was delivered to him on May 15, 2012 as the special number plate for the bike was awaited.
