“I’ll be the first permanent movie star in the world,” Khan once said – a line that now feels less like bravado and more like a prophecy. His rise from a simple Delhi boy to one of the most recognised faces in global entertainment has redefined celebrity in India. Today, Khan sits on a net worth of $1.4 billion, according to the 2025 Hurun India Rich List. His brand value surged to $145.7 million last year, according to Kroll, marking one of the strongest comebacks in Indian pop culture history, powered by films such as Pathaan, Jawan and Dunki.
As per the TAM AdEx Half-Yearly Celebrity Endorsement Report for January-June 2025, “King” Khan appeared on television for an average of 27 hours a day across channels, more than any other Indian celebrity. He commands as much as `10 crore per endorsement and represents a portfolio that stretches from mass brands such as Hyundai, LG, and Byju’s to premium ones such as Dubai Tourism and Tag Heuer.
“Shah Rukh Khan’s brand endurance is rooted in emotional consistency,” says Dhruv Goel, founder & managing partner of Brand Catapult. “For three decades, he has embodied relatability and aspiration in equal measure. He’s built his equity not on fame alone but on values: authenticity, humility, and a self-made success story that mirrors the consumer’s journey. That emotional truth has kept him relevant even as his roles, audiences, and platforms evolved.”
This continuity, from a Delhi boy who dreamed big to a global superstar who never lost his wit or warmth, may explain why marketers still see unmatched ROI in Brand SRK. N Chandramouli, CEO of TRA Research, notes: “His ROI sits at the intersection of visibility and assurance. Younger creators rent attention by the video; SRK mortgages trust over time. His campaigns start with built-in national awareness, so brands spend less explaining ‘why him’ and more communicating ‘why us.’”
The original influencer
In India’s fragmented celebrity economy, where influencer engagement often burns bright and fades faster, Khan offers the opposite: slow, compounding relevance. “He creates shared cultural moments, something fragmented creator ecosystems struggle to do,” Chandramouli observes. “The symbolism of reassurance and class lowers consumer friction, and the media efficiency of his presence continues to outperform purely digital names.”
In an era dominated by algorithmic reach, Khan’s value remains distinct. “SRK delivers something most influencers can’t: trust capital,” says Goel. “Younger, digital-first stars may bring virality; SRK brings validation. For large, legacy brands, that’s still the ultimate ROI: credibility that actually converts.”
The data bears this out. Longstanding SRK partnerships, such as Hyundai and Byju’s, have shown double-digit lifts in trust and purchase intent in post-campaign studies, according to experts. Vedang Jain, director at Prachar Communication, who has worked with Khan across brands like Emami, Lux, Vi-John, and D’Decor, says the impact is both measurable and emotional. “Every brand has seen a measurable uplift, even though these products target very different audiences. While newer celebrities may gain traction online, few can match the widespread recognition and emotional connection SRK delivers across generations.”
Khan’s empire today stretches beyond films: from Red Chillies Entertainment and its VFX division to his IPL team Kolkata Knight Riders, to real estate holdings from Mumbai to Dubai. Yet the face of his brand, the one smiling through countless billboards and campaigns, remains grounded in the same promise he began with: ambition with heart.
As Shah Rukh Khan turned 60 last week, PVR INOX announced a two-week film festival celebrating his most iconic works, from Devdas to Jawan. Across India and beyond, fan clubs erupted in choreographed tributes, cake cuttings, and screenings. Yet even amid the nostalgia, one thing stood clear: the man known as the “King of Bollywood” is not just a movie star; he is an enduring brand that continues to outlast trends and generations.
“SRK represents success without losing warmth,” sums up Chandramouli. “Every phase of his career has been a new language for the same value. He keeps the promise constant and keeps refreshing the expression.”