Describing West Bengal as the "intellectual centre of the country", the state's brand ambassador and Bollywood superstar Shah Rukh Khan Saturday said it would take some time for brand Bengal to rise.

"Sometimes things take a little time before they fall in place. As the brand ambassador of Bengal, I would like to get together, sit together and strive to see the brand Bengal goes higher, " Shah Rukh said at a promotional event here.

The 47-year-old is in the city with co-stars Katrina Kaif and Anushka Sharma to promote their upcoming film "Jab Tak Hai Jaan", as also to inaugurate the 18th Kolkata International Film Festival (KIFF).

"West Bengal, including Kolkata is genuinely the intellectual centre of the country. There are so many people, so varied interests to take them forward. When things are so many, it takes a little while. You can't handle all of them at the same time, " Shah Rukh said.

"There would be some negatives, some positives. We need to take stock and be patient. Investment is an important aspect for Bengal and hopefully things will fall in place as time goes by, " he said.

Talking about the film festival, he said such events should be promoted well as they help people in India to watch foreign movies and also in pushing Indian cinema worldwide.

"Greatest script writers and cinematographers hail from the city. Kolkata is the centre of creativity which makes the film festival that much more important. Such events should be promoted as they help youngsters to mingle with the greats from industry from around the world, " he added.