BY | March 14, 2013

He has been around in the industry for more than two decades. Now besides Bollywood, Shah Rukh Khan has also become the king of endorsements, beating Dhoni, Sachin, Sallu and everyone else

Shah Rukh Khan is not just the undisputed king of Indian film industry, Bollywood, but also the king of endorsements. He probably earns more by endorsing products than by acting in films. From cars to undergarments, and in between he endorses everything. He has even endorsed housing complexes in as far places as United Arab Emirates and other countries. Companies know that if they have to sell anything to Indians living not just within the confines of India, but the whole world, there is no one more dependable than King Khan.

Shah Rukh Khan has been around for decades and has always been favourite of top corporate houses who have stick to him –notwithstanding highs and lows that he has experienced in his filmi career- because they know fully well that he is the most dependable person to take them to profit. Among the 1.2 billion people in India, he is the most recognised of all faces. From a person living in a hamlet in Bihar to someone living in Meghalya or in the southern most part of the country, he is a known face. Though he has made mistakes both in his personal and professional life, but then who doesn’t make mistakes. In his kitty, Shah Rukh Khan has many a brands to boast about, as he enjoys the popularity in the endorsement world. He has back-to-back deals being signed with mango drink Frooti and the country’s largest tea brand Tata Tea.  Regarding Parle Agro, the manufacturer of Frooti, an official has already confirmed the deal between the company and SRK and when it comes to Tata Tea, the company said that SRK’s charisma for making the brand more contemporary was what the company was looking at; an official was reported as saying.

Shah Rukh or King Khan has been associated with hundreds if not thousands of brands. If SRK’s list of brand endorsements is seen then he has been associated with brands like Tata Tea, Pepsi, Mayur Suitings, Hyundai Santro, Nokia, Videocon, ICICI Bank, Tag Heuer, Hyundai, Airtel, Belmonte and so on. His latest being Frooti and the reason for SRK being roped in for Frooti is that if the overall hold of Frooti is seen in the Rs 450 crore juice drinks market, it stands somewhere at 15-16 per cent, Maaza takes 38 per cent share and Slice comes next with 23 per cent share. SRK is being seen as a lifeline for the mango drink with his deal with Parle Agro. Not many comments were however given on King Khan’s association with Tata Tea. So, not much can be stated about this tie-up of SRK except that SRK will be going ahead with the Jaago Re theme of the brand. But the development has not been confirmed by the firm that projects Khan. Seeing the A-list of celebrities currently in Bollywood, Salman Khan stands first closely followed by Shah Rukh Khan at the second spot.

Besides being the king of film industry, he is also the badshah of endorsements. Not one can match him, neither Dhoni nor Sachin or for that matter Salman.

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