It seems Bollywood's male superstars cannot help revealing their perfectly-toned bodies for cash. A craze started by Shah Rukh Khan, who starred with bare-torso in the hit film 'Om Shaanti Om', is now being replicated by Akshay Kumar. Jeans manufacturer Levi's have hired the star to unbutton his 501's for a new ad campaign in India. The company felt that Akshay Kumar epitomizes the 'Live Unbuttoned' spirit!

Speaking on the occasion of the launch, Akshay Kumar said, "The word unbuttoned appealed to me since to me it has special meaning. As I see it, Unbuttoning is not an act, but an attitude! I am very selective in choosing the brands I endorse. The image and positioning of the brand is of utmost importance. Levi's® and me have a perfect fit in that respect. I am extremely excited about being a part of this brand and campaign – now and in the future!"

The prints adverts for the campaign feature Akshay Kumar, in the new Levi's® 501® jeans, being unbuttoned by the female talent, Saira S! The shots capture Akshay's stylish physicality and launch him in a completely new and fresh mould.

This campaign revolves around a central idea which Levi's claims is a first of its kind. Over the next two and a half month Levi's® will call for entries from youth in diverse, film related fields (acting, music writing, script writing, styling) wherein they will be invited to suggest the details of the next Levi's® 501® TV commercial starring Akshay Kumar. The winners will actually get to work on the film with a crew and superstar Akshay Kumar. The winners will be announced in Nov 2008, with the commercial being released in Dec 2008.

Levi's and 501's are the registered trademarks of the Levi's Corporation.