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By now it's common knowledge that superstar Akshay Kumar was recently signed as the brand ambassador for Levi's 501. He even walked the ramp for them with international models at an event earlier this week in Mumbai.
Now comes a piece of news stating that the Khiladi of Bollywood will be soon seen in India's first collaborative advertisement. The ad, for Levi's company, will be directed, scripted, and performed by the winners of a contest conducted by Levi Strauss India. The contest will be run on a special website where young contestants will be asked to write in their concepts for the ad. They can also upload videos and files of their previous work or narrate a story or incident to illustrate why they should be picked. Winners, chosen jointly by Akshay Kumar and Levi's, will begin working on the ad in November this year. These winners will perform various roles, such as writing the script, developing the music and background, directing the ad and acting in it alongside Akshay Kumar. Levi's India will be the producer and the ad will be released some time in December 2008.
Levi Strauss India director-marketing Shyam Sukhramani said, "We're giving youngsters an open platform to do an ad with Akshay. The ads announcing the contest will be aired on TV starting August 27. We will also promote it through the outdoor and Internet medium and through our 200 stores across the country."
Must say youngsters across the country would do anything to get up, close and personal with their favourite Bollywood idol.