Beverly Hills Cop: Axel F review – fish-out-of-water Eddie Murphy chases past glories

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Murphy’s maverick cop – and his theme music – are back to fight corruption, but four decades on there’s little energy to enliven their formulaic reunion Eddie Murphy isn’t finished yet – as he proved with his barnstormer of a performance as Blaxploitation pioneer Rudy Ray Moore in Dolemite Is My Name . But there’s something a bit tired and formulaic about this further go-around for his iconic Detroit cop Axel Foley from the Beverly Hills Cop action-comedy franchise which 40 years ago made Murphy an explosive Hollywood star – and whose catchy Axel F theme became an 80s anthem, duly revived here. He’s back for the fourth film, yet again leaving his Detroit turf to be a scruffy fish-out-of-water in the hilariously chi-chi world of Beverly Hills, yet again wryly noticing from the wheel of his car, on the way in, a montage of all the crazy California stuff, including a car registration plate reading: PRE-NUP. Axel’s grownup lawyer daughter Jane (Taylour Paige) is in Beverly Hills, menace
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Vidya Balan announced as new ambassador for ethnic fashion brand Shobitam

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Shobitam, an ethnic wear brand that focuses on celebrating the elegance and legacy of Indian handlooms globally, today announced the association of renowned actor Vidya Balan as a brand ambassador. As one of India’s most credible voices, Vidya has always supported the traditional art of handlooms, encouraging local artisans from across the nation. Vidya is universally credited for bringing the saree back to the red carpet, making it cool and relevant for a new generation. She has made an immense contribution to social initiatives that cater to the empowerment and livelihood of traditional handloom weavers.

Sharing thoughts on this partnership, Vidya Balan said “I have been forever in awe of the rich tradition of Indian handlooms, and I am glad to associate with a brand that shares the same passion. Shobitam is a leading ethnic fashion brand and I love the beautiful sarees and ethnic wear that they offer to customers. As a brand ambassador, I am pleased to support the vision of Shobitam to work closely with our talented weavers to deliver unique creations with Silk Mark Certified quality to customers globally. Together, we look forward to creating products which truly stand out in quality, variety, value, and service.

This strategic alliance is expected to create pathways for customer acquisition with the Indian diaspora both within India and globally, facilitate rapid growth and help solidify Shobitam’s position as a world class ethnic wear brand from India to the world as per an official statement by the brand.

Talking about this association, Aparna Thyagarajan, Co-founder at Shobitam said, “We are excited to have Vidya come on board as our brand ambassador, as we look forward to growing our brand connect with our customers globally. Vidya is an influential icon who perfectly embodies the saree drapes and resonates well with the brand ethos of Shobitam, with her real and approachable persona. This partnership is an important milestone as we continue to build Shobitam into a cherished brand that stands for finest selections of ethnic fashion with exceptional quality, delivery, value and 5 star service.” ALSO READ: Vidya Balan opens up pay disparity in film industry; says, “The budget of women-led films is much smaller”



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