But one can’t ignore that some of these publicity stints of his have worked wonders for this entrepreneurial actor who has mastered facets of the trade that many others have not. He was one of the first stars to endorse products while seniors were mulling over the concept. Shah Rukh chose to do that and became one of the highest earners in the industries. TV models are right for blaming his ilk for going out of work.

He also initiated ideas like doing promotions for his films like Phir Bhi Dil Hai Hindustani. The film might not have fared tremendously, but the trend of making pre-release promos has stayed put. When his film Kabhi Haan Kabhi Naa wasn’t high on the distributors list, he sat and signed autographs at the advance booking window at Gaiety cinema, Bombay, where the film was scheduled to release.

It is also the confidence and conviction with which he conducts everything that makes him the king of the hill. Be it hosting a live event, starring in a blockbuster or endorsing cars or washing machines. He has started a number of new trends in the industry that many other actors were apprehensive about. India Inc can in fact take tips from him on publicity and marketing.

Even if people say he is repeating himself, he is the only star giving a starved industry its hits. He has experimented with his looks like no other has with films like Main Hoon Na, Mohabbatein, Ram Jaane, Ashoka and Hey Ram. Like a model-turned actress said, “In India only two things sell. Shah Rukh Khan and sex.” While the other has failed to live up to the model’s expectations, SRK remains the only star to give hits at a time when flops are the norm. This might have to do with the masala hits he almost always gives. SRK is a superstar of the masses as well and he worries about making them happy. A reason he cited why he thinks songs, mush and action are all necessary to Bollywood films.

He has faced critics’ censure for his detour from the hero’s roles, for his mediocre films at the BO like Ashoka and One Two Ka Four, for his rivalry with Hrithik Roshan, for his letdown as a producer. But continued resilient and made comeback films like Chalte Chalte and Devdas.

This man is endearing to his friends, colleagues, and to his fans. He might be unapproachable as a star, but the image never is, and that makes people feel he is one of them. This makes him a darling of the industry too. He seems to have made friends with everyone he works with. “Neither me nor they have ever been in a situation where we need to work together to remain friends,” he said in an interview.

While he talks about work, his modesty is visible. He once said he is afraid to sit in a room full of people. Where many stars are trying wasted attempts at Hollywood, this star seems to want to remain in his roots. As the star goes around doing small and big shows, launching his own perfume line ‘Tiger Eyes’, and giving more hits than any other rising star, the babies of the coming generation have stuff to learn from this star.