This year, Shah Rukh Khan didn’t greet fans on his birthday on November 2, as has been the tradition for years. However, his fans were not disheartened as he managed to have a fan interaction event where he entertained them with his quotes and performance. And he also made them happy as he announced that he had finally quit smoking cigarettes. The decision, it seems, has proved to be beneficial to SRK not only in terms of his health but also for his bank balance.
Clean slate, BIG gains: Shah Rukh Khan’s decision to quit smoking attracts global brand interest
As per a report in The Economic Times dated November 10, a lot of youth brands are expected to queue up to sign Shah Rukh Khan now that he has stopped smoking. The article also quoted L V Krishnan, chief executive of TAM Media Research, an audience measurement company. He said, “There are a lot of positive implications from a social level following his revelation. Besides, many brands have internal clauses that they won’t associate with celebrities who smoke; SRK revealing he’s quit smoking automatically becomes an appealing element.”
The Economic Times article also carried a statement by a marketing chief of a global brand on condition of anonymity, who said that the company is now “relieved” since theirs is a youth-focused brand and that coming clean on smoking enhances their association with the superstar. He also added, “We have begun working on repositioning our ad strategy in subtle ways, which will convey the benefits of going clean.”
At present, Shah Rukh Khan endorses Thums Up, Everest Spices, Myntra, Castrol, Dubai Tourism, Realme, D’YAVOL X, Hyundai, D’décor, etc. As per Kroll’s celebrity brand valuation report of 2023, he enjoys a brand value of $120.7 million (1018 crores approx.).
In an interview with DNA in 2014, Savita Chhibber, the mother-in-law of Shah Rukh Khan and mother of Gauri Khan said, “I thank God 10 times a day to have someone like him, who makes our daughter so happy! The only thing I would like to see change about him is that he should quit smoking.”
SRK’s long-time friend and partner Juhi Chawla, in the same year, said in a Bombay Times interview, “He is very intelligent, and he reads a lot. I wish he could stop smoking and just care about his health and rest a little more.”
In 2020, during a quick #AskSRK session on Twitter, a fan sought his help to quit smoking. Shah Rukh Khan, in his trademark style, quipped that he was “looking for answers in the wrong place”.
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