October 31, 2011: Khiladi Akshay Kumar is all set to defy the world with the ‘No Paseena Challenge’. The actor who is the Brand Ambassador for world’s no. 1 anti-perspirant brand - Sure Men will be seen sporting a fresh and suave look in the latest commercial for the brand. Akshay, known for his active and energetic stride, effortlessly performs a series of never seen before stunts that raises the bar once again! This Khiladi does everything with style and class... but with No Paseena!
Sure Men has been launched in India by Hindustan Unilever Limited the leading anti-perspirant brand in 35 countries across the world. The product has been tried and tested at world’s highest temperature ever recorded: 580C, it comes with a technology that manages sweat. Its advanced formulation is specially designed for men and provides powerful protection against sweat and odour that is long lasting that keeps you fresh all day long. 
On being the brand ambassador for Sure Men, Akshay Kumar said, “When I was approached to endorse Sure Men, I agreed to take it up as I have been an active user of the brand even before it came to India. Sure Men is the best anti-perspirant and ensures that you don’t sweat at all even in extreme weather conditions. I was happy to take up the No Paseena Challenge and recommend you take the challenge as well to experience its benefits.”
Speaking on the launch of Sure Men and Akshay Kumar as the brand ambassador, Srinandan Sundaram, General Manager – Deodorants and Oral Care, HUL said, “With Sure Men, we extend our portfolio to offer our male consumers a product that is world class and ensures personal hygiene is under check in extreme conditions as well. We are happy to have Akshay Kumar associate with Sure Men as he fits in perfectly with the brand attributes and is a user of the product.”
The Sure Men range consists of 5 different variants namely Invisible Ice, Ice Cool, V8 , Quantum and Sport Defence. All these variants are available in packs of 150 ml aerosol cans at Rs. 150 and 40ml Roll On at Rs. 65, in all the retail outlets across country.
Sure Men is being launched in India with a comprehensive national campaign consisting of Television, Radio, Outdoor and Digital Media. The TVC will see Akshay Kumar playing himself, the star - an adventurous khiladi shooting an action sequence in a hot desert and taking up the ‘No Paseena’ Challenge. 
Click on this link to watch behind the scenes and the commercials here: http://125.21.190.99/Behind_the_Scenes_Sure_Men_031011.zip
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