Crystal Crop Protection Limited has appointed Akshay Kumar as its brand ambassador and launched its first national campaign ‘Desh Ka Kisan, Desh Ka Asli Hero’. The campaign will roll out across television, digital platforms and on-ground farmer engagement initiatives to ensure wide reach and direct interaction with the farming community.
As part of this outreach, the company is also emphasising its Crystal Doctor network, which provides on-ground farm advisory services aimed at improving productivity and farm outcomes. The campaign is designed to strengthen engagement with farmers and drive awareness around the adoption of advanced agricultural solutions to improve profitability.
Akshay Kumar’s role in the campaign is to amplify farmer stories and reinforce the narrative around their contribution to nation building. His association is aligned with the campaign’s focus on credibility, discipline, and socially relevant messaging.
The announcement marks a shift for Crystal Crop Protection towards a more visible, national-level brand-building approach, combining communication with its existing focus on research-led agricultural solutions and farmer support systems.
Ankur Aggarwal, Executive Chairman and Managing Director, Crystal Crop Protection Limited, 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.”
Akshay Kumar, Superstar and Brand Ambassador, Crystal Crop Protection said, “This association with Crystal Crop Protection is a natural partnership in its truest sense. To be associated with a brand that stands shoulder-to-shoulder with India’s farmers not just in words, but also in action is a proud feeling. Together, we will strive to celebrate the Indian farmer and inspire a new era of confident, modern agriculture.”
Sohit Satyawali, Chief Business Officer (CBO) 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”.
