Trust Akshay Kumar to set new trends and always lead by example. And it’s not just his film choices, but also his associations off screen. If you’ve seen Kumar’s career graph closely, you’d know he’s perhaps the only actor to have worked with maximum number of debut directors and new female actors.

Asked if it’s taking risk or an urge to try something new, he says, “Every decision in the film industry is risky; no one is guaranteed success. That’s why I have no fear committing to newcomers. I believe strugglers work the hardest and have the most to prove, the biggest passion, and a sense of fight. We were all unwanted newcomers once; if I didn’t get a chance, I’d still be a martial arts coach. It’s the least I can do to help people’s careers.”

Switch to brand commitments, and without inhibitions, Kumar has supported many startups position better. He explains, “The business of endorsements has changed a lot. While routine paid partnerships are still there, the startup craze has spurred on new opportunities — for the brand and the celeb. There’s a larger value to be made when the business grows, and you handhold someone on their way up.”

Kumar insists that a celebrity gets associated with any brand only if they believe in the promoters and the product. “For me, GOQii is something that has a larger fitness goal for the entire nation. PagarBook is two young boys trying to put accounts for a small business firm on their phone. CarDekho has opened up the car sales market multifold. FAU-G is trying to create a world class gaming experience on your phone or tablet. Yes, given the success rates of startups, you’re taking the risk of no value getting created for the brand at all, but then that’s the challenge.”

We also spoke to some of these startups about what makes Kumar the apt choice for their brands. Vishal Gondal, Founder & CEO GOQii & Co-Founder nCore Games makers of FAU-G, says, “Akshay sir works with you as your partner and is equally interested in making your product successful. It was his idea that we donate the fitness bands to the police, and he suggested the name for our gaming app, too. He’s the best startup mentor and advisor anybody could get.”

Calling Kumar “a relatable, self-made actor, and an organic fitment for their startup”, Siva Prasad D, Sr. VP, Marketing & Sales, PagarBook, says, “He understands the nerves of the audience and the product. Just like standing up for social issues in his films, he relates to the cause we’re trying to create as a brand.”

Ad guru and producer Pritish Nandy concurs, “Akshay Kumar is the most successful business person currently in the movies. So, he brings to the table money, reach and power to influence. What more can a startup want?”