If someone posed you a question like 'What are you made up of?' you are bound to say 'Flesh and bones'.

But if you were to ask the same to the ever-so-affable Shahrukh Khan, then, he, with all his childish like charm bundled together, will bounce off saying 'Tag Heur'. 'What are you made up of?' incidentally happens to be the catch line of the TAG Heur brand of watches, of which he is the Brand Ambassador!

Recently, the guys from TAG shot for their new global ad campaign aptly titled 'The Knights Of Time' featuring the enigmatic Shahrukh Khan, whose international counterparts for the ad, include the likes of Leonardo DiCaprio, Tiger Woods, Lewis Hamilton and Maria Sharapova! The TAG officials consider them more than just stars. According to them, these celebrities are the 'Knights of Time' and are the conquerors of the 21st Century.

The Indian campaign featuring SRK was shot by ace photographer Atul Kasbekar at Mehboob Studios in Mumbai. For the uninitiated, this is the third ad campaign that TAG has shot with SRK, the first two being in 2003 and 2006.

The recently shot ad exhibits the aura interspersed with class that SRK and TAG enjoys. And it is this class that the ad tries to showcase in a very close connection, highlighting the emotion and sophistication of the association.

Talking about his association with the ultra prestigious TAG Heur and about the latest campaign, the eternally mint-fresh SRK said, "I have said this before and I shall reiterate that when I was young, I always wanted to own a TAG Heuer watch and it is a matter of great pride for me that I am the brand ambassador of TAG Heuer for six years now.

This is my third ad campaign with TAG Heuer. This one is extremely special and different. It's very rich and intense in its look and appeal and makes me feel closer to the watch than ever before.

The attitude has never been to sell more watches. The attitude is to bring to you a different lifestyle, a lifestyle based on precision, perfection and passion."

Man! Here is truly a man who knows what he really knows the altitude of attitude, which is making us feel slightly nostalgic...Bas...itna sa khwaab hai. What say Shahrukh?

'There are no rules for good photographers. There are only good photographers'.

The aforementioned saying was quoted by one of the legendary photographers. And the person who stands true to every inch of this is none other than the ace photographer of all times Atul Kasbekar. And it is this man whose magical hands, doubled by his delightful camera lens, together have made this global dream come alive and how!

On his association with TAG and SRK, a proud Atul said that "I've worked with TAG Heuer from the time it launched in 2002 and it's like family now.

With SRK, I've worked very closely for many years now and so I know what kind of lighting works for his face and what does not. This new campaign reflects a lot of strength and aspiration and my challenge has been to adapt the international brief for India and Shah Rukh Khan."

If you rattle out the common factor that binds together Race, Dhoom 2 amongst others, what you will find is that besides the fact that these films were simply a class apart, it were costumes of these films that commanded the same amount of attention as much as the stars!

And the lady solely responsible for all this 'attention' is none other then Bollywood's very own Anaita Shroff Adajania, who also happens to be the Master-Stylist of the TAG Heur campaign.

Recalling her experience with this prestigious brand, SRK and the lovely shoot, she said "The campaign is extremely smart and elegant. There's a lovely edge which is strong and powerful, which is the character that Shah Rukh is.

We've used beautiful clothes to match the character of this campaign including clothes from Ermenegildo Zegna. There is a strong sensuality between Shah Rukh and the watch that he is wearing."

Way to go lady!