Crystal Crop Protection, a research-led agri-input company, has announced the appointment of actor Akshay Kumar as its brand ambassador.

To highlight this association, the company has launched its first national campaign, 'Desh Ka Kisan, Desh Ka Asli Hero', featuring Kumar to underscore the connection. 

Kumar is known as a person of integrity, discipline and trust, which made him the perfect brand fit. As he is a consistent advocate of social issues and a storyteller who connects with the pulse of the nation, Kumar will act as the voice that amplifies the farmers’ story, acknowledging their challenges, resilience and contribution to nation building. 

The campaign will be rolled out across television, digital platforms and various on-ground farmer engagement platforms. 

The ad film aims to pay tribute to the contribution and everyday courage of India’s farmers. 

This association brings together Crystal Crop Protection’s three-decade-long commitment to Indian agriculture with Kumar. 

Through this partnership, Crystal Crop Protection aims to further strengthen its connect with India’s farmers and help them adopt advanced solutions and improve farm profitability.

Ankur Aggarwal, executive chairman and managing director, Crystal Crop Protection, said, “Akshay Kumar represents resilience, discipline, and a deep sense of purpose, values that strongly align with what we stand for at Crystal. This partnership is our way of connecting a national icon with the true heroes who feed the nation, our farmers. For us, the farmer is not just a stakeholder but the very reason we exist.”

Sohit Satyawali, chief business officer, Crystal Brands Business, Crystal Crop Protection, said, “Akshay Kumar has always brought credibility and authenticity to the silver screen, and this association will bring the same credibility to the Crystal Brand. This association will strengthen our efforts to provide advanced crop solutions and help farmers build profitable farms."