He maybe in his forties but that hasn't stopped advertisers from seeking out Akshay Kumar [Images] for their endorsements.

If sources are to be believed the Khiladi is all set to become the brand ambassador of Levi's Jeans, a rather interesting tidbit given the fact that the brand is usually associated with the youth.

The reason apparently is the recent success of the actor's latest hit, Singh is Kinng which has put Akshay in the 'A' bracket for advertisers in comparison to Shah Rukh Khan [Images] and Amitabh Bachchan [Images].

Remember the Thumbs Up advertisement?

It was endorsed by Salman Khan [Images] earlier but later went to Akshay only after Salman met up with an accident that killed a pavement dweller. Till now Akshay was always the second choice but those days seem to be long gone.

Akshay has given five big hits in the last two years -- Bhagam Bhaag, Namastey London [Images], Hey Baby, Bhool Bhulaiya [Images], Welcome -- and now with Singh is Kinng [Images], it looks like the King has truly arrived.