Eveready launches new ad campaign featuring Akshay KumarOur Bureau, Kolkata July 07, 2014

Eveready has launched an Rs. 40 crore, its biggest ever, advertising campaign.

The four-month campaign, ideated by Rediffusion, takes off from its 90s' "Give Me Red" campaign.

This campaign takes into its fold Eveready batteries, torches and its new lighting gadgets. Amritanshu Khaitan, Managing Director of the company told Business Line the rejuvenated campaign, which formally began on July 5, would cover electronic, radio, print, outdoor and digital media.

"A 60-second television commercial featuring Akshay Kumar would be at the heart of the exercise," he said. The TVC also links the new tagline "Give Me Red: The Next Level of Power" with the football World Cup visually as well as conceptually.

Majority of the channels including Sony Six and regional ones will be part of the campaign.

Khaitan said the in the new avatar, "Give Me Red" stands for more power, originality, creative freedom and youthful energy. "For the new generation - it's the next level of power", he added.