A BRAND NAMED SHAH RUKH KHAN
As a star I believe I opened the gates for other actors to do ads. I brought respectability to stars doing ads by endorsing so many products: Pepsi, Mayur Suitings, Hyundai Santro, Snoodles, Cinthol soap, Bagpiper club soda, Clinic All Clear. And then of course I’m an Omega brand ambassador. I think I can be in the Guinness Book of World Records as the hero who has sold the maximum number of products: cars, soap, shampoo, noodles, watches, clothes - I have done it all.
People talk to me about overexposure but I don’t agree. Many of the products I did were just being launched, so the ads would be taken off after a while. And more importantly, according to me, overexposure is not a dirty way to die. In the world of entertainment, not getting the recognition you deserve is worse than dying of overexposure. It is better to burn out than to rust out. It is better to be overexposed than be underrecognised. They say a star is someone who spends half his life struggling for recognition and the other half wearing dark glasses to avoid being recognised. I think that’s highly stupid. I think there is nothing like overexposure, just as I think there’s nothing like overacting.
I’m not at all ashamed of doing so many ads. The money I made from advertising gave me the scope to do the kind of cinema I wanted to. Though I have never done an ad only for money. For products like Pepsi or Omega, I just tell them to pay me as much as they can afford. Maybe they pay me less than the other film star models. I don’t want to know what x,y,z is getting paid. I enjoy the product because my name is attached to it. I take great pride in the fact that I have done the maximum number of Pepsi films perhaps in the world. One model doing four different series of Pepsi commercials is quite a big achievement. And India is the country where Pepsi sells the most. I am very proud of the fact that I am attached to this product. It is my product.

AD PHILOSOPHY
I do try to test a product before I decide to endorse it. But of course, I test a product only up to the level that an average person can do it. Like, I know Omega is a great product. Pepsi is a great drink - I drink it all the time. In the Indian market, Clinic All-Clear is better than the others. I may not travel in a Hyundai Santro because of security reasons but if somebody were to ask me about the car I would say it’s a good car because I have driven it. I don’t do alcohol ads because parents call me up and request me not to do it, though I personally don’t think there’s anything wrong in advertising alcohol. I don’t do cigarettes because my wife and my close friends tell me not to do it.
Ads have allowed me to do the kind of cinema I wanted to do. I am proud of all the ads and products that I have done. And I always wish from the bottom of my heart that the product I touch gets a fillip. Though I tell all of the advertisers that finally the product has to sell on its own strength. But I have good wishes for the product that signs me on. And I have done it with a good heartedness. It’s never been only for the money. And I am loyal to the product mainly because I feel that if they believe in me then I should believe in them.
It actually makes no difference not to have Coke or not to drive a Maruti car. But I make sure that in my films, if a car has to be shown it should be a Hyundai and if a watch has to be shown then it should be an Omega. I do these things without them asking me to. Pepsi wrote me a letter of thanks because in one I said Pepsi was my favourite drink. I do it because I feel attached to the product. And if they can gain even one more customer then it would be really nice. And besides, they pay me a lot of money…