Akshay is not a salesman

Not just as an actor and entertainer, but also a businessman and filmmaker, and a brand ambassador and model... it’s his spanking new avatar, one famous face that sells a million dreams, for Bollywood, for television, for brands that see in him an appeal that smacks of action, style and entertainment; plus, original, never-done-before commercials. But personally, while he continues to thrill us with action and delight us with comedy on screen, Akshay, with Hari Om Productions, is now also the savvy Bollywood producer of such box-office hits as Waqt, Namastey London, Singh Is Kingg and De Dana Dan. This was his father’s dream and hisown, to start a production house together... but he wasn’t able to make itcome true in time for “Dad”. Now Hari Om Productions makes films asa business... but for Akshay, this is not so much about fortune and fame as itis a love for cinema. He’s learned valuable lessons fromfilmmaking that he will take into the next three projects he’s got on thefloor – Khatta Meetha, Tees Maar Khan and Patiala House. And one of theselessons is “the best way to the audience’s heart is by making themlaugh”. Well, he’s laughing too – all the way to the bank, andif you think he shouldn’t sell himself but to films, the shrewdbusinessman counters with, “Nearly everything that anyone does in life isalways about business. I need to keep my image alive while endorsements needfaces to sell their products.” TOI presents Akshay Kumar in his firstbusiness interview yet... A businessman ofcommercial cinema, that’s what I am, the main criteria is to make anentertaining film. I want my producers and distributors to earn money. I wouldnot try my hand at businesses I’m not familiar with or confident about.Like trading in the stock market. I know nothing about that. Or buying a cricketteam in the IPL. Actors make good producers because when you use your own money,you tend to make sure that nothing and no one stands in your way of making thebest film possible. It’s a Hollywood formula. Actors in the West onlyproduce films they’re working in. You know, then, that the film will becompleted because you’re in control of things. Your price is also zero.You get what your film earns. That’s what your worth is. Maybe because I takecommercials to another level. I could never just stand in front of a camera andsay, “Buy this, hmmm, it tastes good.” And clients see thisdedication, this quality in me, and that’s what convinces them to make metheir brand ambassador. But I am only in demand for as long as my films are.This can be a very short lived life if one isn’t storming the box officeevery Friday. It’s the same with cricketers, models, any famous face, ifyou start to suck at your job you can wave bye-bye to your endorsements. In a way –yes. But if it wasn’t for my films I wouldn’t be such a desirablebrand ambassador, would I! Absolutely, why not? Everyone needs a helping hand, products need advertising, my films need promoting! My friend Shah Rukh Khan is amazing at win-win situations. He has the best business mind in the industry, he joins hands and makes everyone win, that’s how businesses should function. I’mnot a salesman. I’m a trusted actor, my work reflects on my image, and myimage is what sells the brands. It must always be something I like and trust,love, or thoroughly believe in. If I thought it was bad for people, ordangerous, or basically if I found anything negative to do with the product orthe campaign — I’d say sorry, but no thank-you. For example, I wouldnever endorse tobacco, I could never advertise something I know kills people. Icould quite easily be the face of many products, but I choose not to sell myselfso eagerly. If I come on TV every five seconds advertising yet another brand,I’d become monotonous, nothing special – just another commercialwith my face in it. My fans must have full faith in whatever I say and not justthink it’s only for my own benefit. Plus I don’t like being owned,if I endorse something it more often than not means I have to give up somethingelse. Well yes, my501’s have been practically and permanently attached to my now famousbehind since I signed with them! I wear them literally everyday. My staff canonly clean them while I’m sleeping! Without sounding big headed, I am avery loyal ambassador, you’ll never catch me drinking another cola otherthan Thums Up. My clients have faith in me to respect and fully endorse theirbrand, and therefore I do, proudly and loyally.I’ve just made a new Thums Up commercial and I recently signed Dollar Vestand shot an incredible commercial (“Every man needs a Banyan!”) inBangkok for them. I’ve just joined hands with LG, that’s somethingyou’re just going to have to wait for. And MicroMax phones, this phoneblew me away when I heard about it. I think it’s going to beeveryman’s dream phone for sure. I did theshow because it was Fear Factor kind of action. I could never do a quiz show. Igot calls to do several shows for a lot of money, but I’d never dosomething that doesn’t suit my personality or makes me look foolish. And,no, Hari Om Productions won’t do a television show yet. But, you neverknow. Four, five years ago, I didn’t want to be a film producer. Ten yearsago, I didn’t want to do ads. Look at me now! Check out Akshay Kumar’s homepageFollow us on Twitter for more stories