Ajith Kumar fans have a surprise waiting for them on store shelves. The actor’s face now appears on the packs of Independence Power Up biscuits, part of a new range launched by Reliance in Tamil Nadu.
The link comes through Ajith Kumar Racing, the actor’s motorsport team, which has a brand association with the biscuit.
A Rare Sight for Fans
Ajith is known for keeping away from the spotlight off-screen. He rarely appears at promotions and events, and has stayed away from brand endorsements for many years. That’s why seeing him on a product pack has caught fans’ attention.
The Power Up pack shows a painted illustration of Ajith in his racing suit, alongside a race car. The campaign posters feature him holding the pack in his racing gear.
The pack also has a QR code with an “AK3 Surprise” for fans to scan.
Why Ajith Kumar Racing
Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, said the association with Ajith Kumar Racing matches the product’s “performance-driven” positioning with the spirit of motorsport.
The company added that the tie-up is meant to boost the brand’s visibility and awareness in Tamil Nadu.
Ajith has been actively racing in international endurance events with his team in recent years, and his racing journey has a huge following among fans.
What Power Up Is
Independence Power Up combines milk, glucose and protein in one biscuit. It leads a new range of nine biscuit variants that RCPL launched in Tamil Nadu on November 2.
The Full Range
The nine variants are:
- Independence Power Up
- Independence Milky Power
- Independence Butter Bliss
- Independence Marie Prime
- Independence Glucose Boost
- Independence Coco (Vanilla and Chocolate)
- Independence CremYum Orange
- Independence CremYum Choco
- Independence Coco Bourbon
Prices start at ₹5 for trial packs, with ₹10 sharing packs and larger home packs between ₹40 and ₹125.
What Reliance Said
“Tamil Nadu is a key market for our biscuit business, and our focus is on expanding our portfolio to address evolving consumer preferences while building scale,” said T Krishnakumar, Director, Reliance Consumer Products Limited.
He added that Power Up builds on the familiarity of milk biscuits “through a differentiated offering that brings together milk, glucose and protein in one product.”
Where to Buy
The range will be available in local stores, supermarkets, e-commerce platforms, Reliance Retail outlets and wholesale channels.