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Box office Midas Akshay Kumar is rolling with dough and pride. After a string of box office successes and a truckload of endorsements, Kinng Kumar has become the new Levis legate.

American Jeans and casual wear manufacturer Levi Strauss will pay Akshay muchos dineros to launch brand Levi's 501 in India.

This is a huge leap for Akshay Kumar, who was already riding on the success of Anees Bazmee's Sing is Kinng is fast becoming the biggest bollywood star, especially since all his movies during the past two years have been big blockbusters.

Not counting the misbegotten Tashan, Akshay Kumar's recent flicks Bhagam Bhag, Heyy Babyy, Namaste London, Welcome, Bhool Bhulaiyya and Singh is Kinng have all sent the cash registers ringing.

And if that isn't enough, Akshay has some really big movies coming later year including "Chandani Chowk to China" alongside hottie Deepika Padukone, "Kambakht Ishq" with Kareena Kapoor and Nagesh Kukunoor's psychological thriller "Eight by Ten"