Shahrukh appeared in an advertisement feature for Liberty shoes, while he was doing the popular serial, Fauji. Liberty shoes were the first sports shoes made in India and he was their first ambassador. The second endorsement he did was an advertisement for a Pan Masala product that was never broadcasted. He also appeared in a number of public service announcements, which he did while he was featured in Fauji and Dil Dariya. The first advertisement he did after coming to Mumbai was the Tata Tea advertisement. He did three films in three days with Prahlad Kakkar, produced by Pravin Nischol. Shahrukh Khan was always the preferred choice for all sorts of productions and he is believed to be the pioneer of endorsements in India.
Shahrukh Khan brought uprightness to stars doing ads by endorsing so many products like Mayur Suitings, Hyundai Santro, Smoodles, Cinthol soap, Bagpiper club soda, Clinic All Clear etc. Eventually, he became the Omega brand ambassador. Shahrukh Khan can probably be in the Guinness Book of World Records as the Indian actor who has sold the maximum number of products, starting from cars, soap, shampoo, noodles, watches, clothes and many more.
ITC Limited's Foods products division had Shahrukh Khan as brand ambassador for its flagship brand Sunfeast. Shahrukh Khan endorsed the entire range of snacks under the banner of Sunfeast. The Divisional Chief Executive of ITC Limited commented on Shahrukh Khan that there is a perfect fit between the actor and Sunfeast - the superiority, reputation and the love and trust they both share across consumer demographics is to be noticed. Moreover, Shahrukh Khan as a brand ambassador has a universal appeal that extends to everyone across age groups, alike the product Sunfeast.
Product and Brand Endorsements come easy to Shahrukh Khan. After having endorsed a whole range of products from soft drinks to motor vehicles and from cell phones to computers and laptops, Shahrukh has also been signed as the brand ambassador of Linc brand of diverse pens.
The Emami Group has roped in actor Shahrukh Khan as brand ambassador for its recent fairness cream for men called Emami Fair and Handsome to increase its foothold in the fast-growing segment. Khan has been associated with the company and already appeared in advertisements for brands like Navratna Oil and Sona Chandi Chyawanprash.
Even ICICI Bank, India's second largest Bank, signed up Bollywood superstar Shahrukh Khan as its global brand ambassador. According to the managing authorities of ICICI Bank, Shahrukh Khan's association brings more fame and reliability to the bank's growing global presence. Shahrukh Khan's image and popularity with the Non-Resident Indian segment will further strengthen ICICI Bank's global identity.
In the recent years, Shahrukh Khan's footing in the endorsement game has gained even more strength. Although he has been removed from being the brand ambassador of soft drink giant Pepsi, but he is the ambassador of leading brands like Airtel, Videocon, Pepsodent, Belmonte and Hyundai. He is also endorses international brands like Nokia and Tag Heuer.
The constantly running commercials made Shahrukh an omnipresent celebrity. Shahrukh was the ideal deity for a rapidly modernising India in which media, especially television, had become increasingly important. Shahrukh Khan has evolved as a brand in himself, which other companies want to get associated with in order to improve their image.
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