Dollar will also have a 360 degree advertising campaign across print, electronic, outdoor & online media to promote this new commercial.

Kolkata: Dollar Industries Ltd, among India’s top three hosiery brands, seems well set to connect with the young, dashing consumers with new television commercials (TVC) and a brand campaign featuring Bollywood star Akshay Kumar. The TVC with the tagline: ‘Dollar Yahan Hai’ aims at boosting the summer sales of the products from the Dollar’s stable, top company officials said.

“I always feel that the first 5 seconds are the most crucial in any TVC to grab the viewer's attention. That is why the new Dollar Bigboss TVC opens up with Akshay Kumar being scanned by the airport security officer to establish curiosity among the audience. The brand targets the young consumers. Akshay has a stature and appeal that resonates well with the brand’s image and this therefore helps the audience connect and understand us better”, said Vinod Kumar Gupta, managing director, Dollar Industries.

The 40 second ad film that was shot in Mumbai is directed by Uzer Khan and is produced by 30 Sec Films. Dollar will also have a 360 degree advertising campaign across print, electronic, outdoor & online media to promote this new commercial.

The opening scene shows Akshay walking in the airport through the security for checking, when the officer present there stops him, and scans him. He is then asked what he is carrying with him, to which he replies “DOLLAR” with a smirk. The next scene, we see that the airport officer checks his baggage but finds nothing, the lady office therefore interrogates him sternly “Where is the Dollar Sir?” to which he smiles playfully and replies “Dollar Yahan Hai”, lifting his shirt and flaunting his brief elastic–which reveals that he is wearing a Dollar brand’s innerwear.

The company has four manufacturing units in Kolkata, Tirupur, Delhi and Ludhiana.