Kolkata: Star Cement has roped in actor Akshay Kumar as its brand ambassador, and as part of the association, the Kesari star can be seen in the brand’s latest television commercial airing on major channels.

In the TVC, Kumar dons the role of a pilot who tries to land his helicopter after it develops some snag while flying. Much to the surprise of the co-pilot, Kumar confidently lands on the roof of a house made with Star Cement. The commercial conveys the message that the roof made with Star Cement has taken minimum time for solid setting, which is quick and strong setting. The product feature then blends with the brand promise of Hai Tayyar Hum for all challenges.

The TVC master is 45 seconds and there are edits of 30 and 20 seconds in Hindi, Assamese and Bengali languages. The campaign is supported by billboards across the north east, West Bengal and Bihar in addition to digital, social media and FM radio.

Star Cement  CEO Sanjay Kumar Gupta said the actor’s endorsement will help the brand as it enters into a new phase of growth. “One of nation’s greatest Icons Akshay Kumar truly reflects our firm commitment, determination and preparedness for all the challenges that may come our way. We are truly proud and honoured to have Akshay Kumar on board as the brand ambassador and we believe that this association will turn out to be beneficial for the brand.”

Akshay Kumar added, “I am delighted to be associated with Star Cement. I support their goal of being the fastest growing and most competitive cement brand in eastern India. I quite liked the brand’s campaign line Hain Tayyar Hum which is simple yet denotes a strong message…readiness to meet all challenges. We thoroughly enjoyed shooting the campaign. Playing a pilot was a lot of fun and it has turned out so well in the TVC. I look forward to a long and fulfilling association with the brand.”