With his latest film Chennai Express crossing the Rs. 200-crore mark, Shah Rukh Khan is the hottest marketing guru in Bollywood. Sreya Basu chats up with the superstar in Mumbai on marketing of films and why he doesn't expose much on screen

Why is that your movies have too many brandings
There are two reasons for this. One, I have been working for the last 22 years and somewhere there is a deep bonding and friendship between me and the brands I endorse.

For example, I am with Hyundai Motors for the last 15 years, I am endorsing Lux for the past 5-6 years... there are other brands also with whom I am associated with for the past 10, 12, 14 and even 20 years. So there is friendship and when working together, we want that we benefit each other some way or the other, advertisement wise, publicity wise.

So this is why my films have too many brandings. Second, my office makes sure that we give maximum value for money if someone gets attached to us. But we don't put brands in our films just so that we can earn some money.

Most of the time we don't even take money. It's actually advertising together. Also, it is the demand of today's time.


Is it said that you are the marketing guru of all your films.
Well, though I take all the credit, it's my office that works on it. I have no understanding of marketing strategies. I just try to make good films and share it happily with everyone.

What is your opinion on the kind of business our films are doing today?
There are so many platforms for releasing a film these days. Even if we don't want, information about a film reaches everybody in minutes.

So it is only a natural scheme of things that there won't be 100 days, silver jubilees or golden jubilees and business will shrink in lesser period of time.

Also number of theatres has increased 10-15 times since Dilwale Dulhania Le Jayenge (1995). I think the business remains same, only the results are out faster. Also the enjoyment while watching a hit film remains same.


What is your take on the Rs. 100-crore clubs?
I am a little in disagreement to the numbers thrown. There are too many analysis and too many information about a particular film available online. The idea is to choose the right one so that the right film gets the credit it deserves.

For me, I can feel a hit film in the air. I don't need analysis or numbers to know if my film is a hit. You can feel it in the roaring of people inside a theatre, they keep calling you by the name of your character ... there are vibes that I can feel and have been feeling for the last 22 years in business.


Why is that we don't see you taking off your shirt and flaunting your muscles that often?
I am personally a very shy person. I feel a little shy if I am asked to take off my shirt and give a shot. I do it for the sake of my profession like in Dard-e-Disco (song from 2007 film Om Shanti Om) and in a few others. But I feel uncomfortable taking my shirt off, especially in front of women.