Shah Rukh Khan and his evolving role with Hyundai

Shah Rukh Khan is clearly enjoying himself in this Hyundai shoot, which involves a wardrobe change every 15 minutes.

Each time he begins to speak his lines, there are numerous voices bellowing ‘Silence’ in unison. The shoot is complete and SRK, as he is better known as, rushes out to switch clothes for the next sequence. We are at Mumbai’s Film City complex and it is pouring like crazy outside even while the show goes on at its frenzied pace within the studio.

It is a little after 8 pm when SRK gets time off between shoots for the interview. He is raring to go and I ask him the secret of his boundless energy and enthusiasm. “One has been doing a lot of work for so many years and the technical part of it comes, I guess, now with practice,” he replies.

Yet, when it comes to his personal involvement with Hyundai, “it doesn’t even feel that I am coming and working. Honestly, I don’t even know why they pay me so much,” he adds with a grin.

SRK has been involved with the Korean auto-maker for 20 years now and it was his face that introduced the company to India as well as its first product, Santro. It is perhaps the longest association worldwide for any brand ambassador, which also explains why SRK has a soft corner for Hyundai.

He still remembers the first commercial vividly, which was a completely new concept. “We all worked on it and it was very interesting advertising. I still remember that it was shot at Filmistan,” he says.

From SRK’s point of view, there is no question that it is the product that matters. “I am a big believer that the product works because of the product, and not because you are the ambassador or face that represents it,” he reiterates. If the product is good, it doesn’t make a difference how you market it or who you market it to. People will come for it because the quality is good.

“That is the learning experience for me as an actor and a professional. Just work at your core and try to be the best product possible that changes lives, even as an actor. I think that is what matters finally,” emphasises SRK.

It has been a memorable journey for both the brand ambassador and company. While Hyundai has grown strongly over the years to emerge as the first serious rival to Maruti Suzuki, SRK continues to be one of the biggest draws in the Hindi film industry.

“Hyundai has done so well and genuinely become the second only known name in cars after Suzuki. Somewhere down the line that happiness percolates down… when something goes right, you feel happy being part of it,” says the superstar.

Evolving together

During this time, both Hyundai and SRK have evolved. The maker of the Santro and Accent now has in its kitty a larger portfolio of contemporary products like the i10, i20, Verna and Creta. SRK, in his turn, has featured in a host of films with diverse themes. As brand ambassador for Hyundai, his role has also grown beyond advertising for a product to spreading messages on safety and cleanliness.

“Somehow, you know times have changed and things have changed. I guess I like to believe that I have also changed for Hyundai and we have gone along. Obviously, there are newer things happening and sometimes as the most youthful country we need to change ideas and stuff,” he explains.

In SRK’s view, his evolving role with Hyundai is but natural for brands that stand for longevity. As he says, it is perfectly in order to be aggressive, happy and jumpy at 15 years. At 21, there is a sense of vanity setting in while achievements follow in the 25-30 year space.

“Beyond this, you start feeling humble about the fact that people find you so good. I think Hyundai is in that space where everyone knows that we are good looking, innovative and fantastic. Now what have you done for that audience?” he asks.

The safety and dry wash campaigns were part of this effort to talk about other critical aspects that come along with the car. “Similarly for me, I could be brash, pompous and vain but once you reach a certain level of work, then you start saying what I have done (for my audience) lately,” explains SRK.

According to him, it boils down to a sense of gratitude, be it to Hyundai customers or to those who have watched his films. “I hope I can change their lives a little beyond entertaining them. If I touch the lives of people who like me so much beyond such giving them a hearty laugh or emotional cry, it makes me feel a little more satisfied,” says SRK.

Reinvention and innovation

It is here that the role of an entertainer gets “a little expanded into entertaining a few good thoughts”. Does he also feel the need to constantly reinvent himself during these two decades with Hyundai? After all, some of today’s young buyers could have been in their diapers when he first showcased the Santro way back in 1998.

“I think the key is to re-innovate yourself. I don’t know if reinventing is a misnomer or not, with everyone (using the term). You can innovate the product you have in order to appeal to a younger, wider audience or a newer audience,” replies SRK.

On the other hand, if one were to change it completely, the results could be quite off there mark. “To be honest, I am 53 and perhaps don’t know what an 18-year-old feels as well as I did when I was 26 or 27,” concedes the actor.

As a result, he adds, there is really no need to go ballistic and insist on wearing certain kinds of clothes or speak in a particular lingo to be accepted. “Sure, you need to keep up with the times but you cannot let times change you,” he says.

From SRK’s point of view, the key is to have a degree of dignity attached to what one stands for in terms of older/better/cultural values. “What you are is made in the first 20 years of your life. It is important to keep that core while re-innovating yourself to be able to speak the language,” he says.

Hence, when he speaks to his five-year-old kid, “I really have to talk about iPads and all as if it is a given”. With the older children, it is a different ballgame and a new learning experience. “I am fortunate to have nearly two different generations in my life and that helps,” says SRK.

Warming up to the subject, he tells you that his kids are not still tuned into his professional life. “I can’t take my moods back home to allow the dependency of my children’s happiness be dependent on my films. It has to be separate and there will always be some kind of pressure being a public figure child,” says SRK.

While his children may not understand a lot of the things he does and perhaps do it differently themselves, “they respect the dignity and hard work that I put in”. SRK believes that is how one should in getting work dignified by ages, and ages of all kinds.

“The core values are work, trying to do something new and being nice, humble and kind while striving towards your goals. Hopefully, that will never go out of fashion,” he adds.

As for his films, the kids watch them when they choose to and then tell their dad what they liked and didn’t. “There is no fan club in the house and there should not be. There should be a father club in the house,” laughs SRK.

Santro musings

The topic veers back to Hyundai and the Santro, which is no longer being produced. “I miss the car, the name and thought. Of course, I understand and fully respect the fact that innovation has to come in and we need to cater to needs,” acknowledges its brand ambassador.

As he puts it, there was a need for it to back away. “Maybe sometimes, the Big Boy has to back away to let the others shine and then make a comeback,” says SRK even while it is very likely that Hyundai will resurrect the brand soon.

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