MUMBAI: Marketer of dry cell batteries, Eveready Industries, has signed up Bollywood actor Akshay Kumar as its brand ambassador.

Eveready VP Deepak Khaitan said, "We are happy to have Mr. Akshay Kumar as the brand ambassador for Eveready. He is a great youth icon who has a very power-packed persona. It is a very natural association between him and the brand and we are sure that this relationship will be mutually rewarding one."

In the mid-nineties, Eveready launched its first major advertisement campaign with the slogan "Give me Red". The advertising byline of the popular Red series of batteries is symbolic of the urban lifestyle that the brand reflects.

Kumar added, "As a child whenever I would get a toy, I would ask my dad - ‘Where is the Eveready?‘ since Eveready was equal to battery in my mind. It is a pleasure to be associated and promote a brand that is so needed and important in everybody‘s lives. I believe in it. I thank Eveready for always bringing me and my toys to life."