iconimg Thursday, May 28, 2015

Dibyojyoti Baksi, Hindustan Times
Mumbai, December 21, 2011
Akshay Kumar, who is returning to action films after almost seven years (his last stunt-based film was Khakee in 2004), is leaving no stone unturned to promote the genre
associated with him. He is now the brand ambassador of Viacom 18’s new action channel, Sonic, whose target audience is kids. And what made him even happier was that his 10-year-old son Aarav also got involved in ideating on what should be the content available on the channel.

Akshay Kumar“I can only thank my son for his incredible inputs into what a kiddie entertainment channel needs,” says Akshay, adding, "When I was approached, I immediately decided to come on board thinking it was an inspiring idea for a generation craving for action, stunts, animation and daring new thrills.”

The actor was apparently so excited that he ideated and shot around 30 commercials for the channel, which went on air on Tuesday. “I have action and thrill running through my veins,” says Akshay, who is set to showcase some heavy-duty action in his upcoming films including the sequel of Once Upon A Time in Mumbaai and Sanjay Leela Bhansali’s  Rowdy Rathod.

The channel too is happy with such developments. “We are delighted to have Akshay on board. He understands how today's young adults thrive on action, adventure and animation,” says Nina Elavia Jaipuria, executive vice-president and general manager of Sonic and Nick India.