Shah Rukh Khan is arguably Bollywood’s most loved cultural export who made it in one of the toughest industries in the world, that too without any network or wealth. SRK is no doubt a true-blue post-liberalisation superstar. His inspirational rise from a lower middle-class Delhi family to a global celebrity has made him the posterchild of love, hope and a progressive mindset amidst the religious tension in the country.
SRK has made possibly, the biggest, brightest, most disrupting comeback in history. His first comeback film Pathaan broke all records and grossed the highest box office collection in India. This record was broken only by another SRK film Jawan that released recently. We can only wait and see how his upcoming film Dunki will perform. But, if numbers and patterns are any indication, we are in for an incredible ride.
It’s Shah Rukh Khan’s birthday today. India’s favourite superstar is a year younger! On this occasion, let’s take a look at another one of SRK’s achievements – his long run as a brand ambassador and role in creating some of the most iconic Indian advertising.
Liberty Shoes
Liberty shoes was the brand that introduced to India, its first indigenous sports shoe. Shah Rukh Khan, an upcoming actor at the time, featured in the commercial. This ad was SRK’s first ever television appearance. In the ad, we see a young and enthusiastic SRK going on a run wearing Liberty shoes. As he is seen preparing for his run, the song Eye of the Tiger plays in the background as if it were Rocky Balboa about to begin training. This ad is nostalgic for all those fans who bet on this hero in the 90s.
Hyundai
The 25-year long association between Hyundai and SRK has worked because the brand understood that the actor is ideal for reaching the Indian masses across ages, income levels, classes and regions. Hyundai wanted to present its car to the Indian audience as a family car and the marketing and sales team chose SRK because he is seen as the ideal family man. This ad shows the company chasing the superstar to advertise the then soon to launch Santro while the subsequent ads show the star playing a consumer and asking questions.
Pepsi – Yeh Dil Maange More
SRK had reached the pinnacle of success with films like Dilwale Dulhaniya Le Jayenge, Dil Toh Pagal Hai, and Kuch Kuch Hota Hai. Pepsi decided to leverage his superstar status and together they created one of the most iconic Indian ads. It featured a young Shahid Kapoor, with the cast of Kuch Kuch Hota Hai – SRK, Rani Mukherji, and Kajol, all in a super dance sequence to the ‘Yeh Dil Maange More’ song. Another ad from the series featured Sachin Tendulkar.
Fair and Handsome
The idea behind Emami’s Fair and Handsome products was to encourage men to take their skin seriously. However, when the ad came out, the brand and SRK had to withstand severe backlash because the ad included a line that said “ Aaj ladkiyon wali fairness creams aur phir nail polish aur lipstick.” Interestingly, as per insider reports, SRK was not comfortable promoting the cream but he went ahead with it because of his rapport with the client.
Lux
This memorable 2005 Lux ad saw SRK become a “Lux Girl”. The ad showed the actor in a bathtub surrounded by female celebrities, all Lux brand ambassadors. Like it or hate it, the ad did break the typical mould of soap ads. SRK won over folks who gave him a thumbs up for taking on the project.
Thums Up
Shah Rukh Khan was back on his throne with this big blockbuster campaign channelling Pathaan and beating up thugs on a high-speed train. As the new face of Thums Up, Khan added fizz to not just the drink but also his personal brand equity with this toofani comeback. This was a refreshing take even for Thums Up as we finally got to see some interesting and exciting action sequences in their ads.
Disney+ Hotstar
In the ad for the streaming platform, Khan is seen hinting at a debut on the OTT platform. He takes a humorous approach to describe his FOMO (fear of missing out) of not being on the small screen, considering other actors like Akshay Kumar, Ajay Devgn, Saif Ali Khan, and Sanjay Dutt have already made their appearances. This ad was surely a fun and unique take for an ad.
Cadbury
Bollywood’s favourite heartthrob with this ad won the hearts of the small and hyperlocal businesses in India. SRK was being vocal for local. With ‘Not Just A Cadbury Ad’ initiative, part of the ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign , Mondelez attempted to support local businesses dealing with the aftermath of the pandemic. This campaign is not only noteworthy because of its smart use of technology and messaging but also because it is the first major campaign after a drug-probe against the actor’s son.