MUMBAI: Eveready Industries India has signed up Bollywood actor Akshay Kumar as its brand ambassador.

The dry cell battery maker’s first major campaign with the slogan Give me Red for its Red series of batteries was launched in the mid-nineties. Previously, the brand also had Amitabh Bachchan as its brand ambassador.

Eveready vice chairman Deepak Khaitan said, "It is a very natural association between him and the brand and we are sure that this relationship will be mutually rewarding one."