SRK, tagged!

This is a brand new campaign by TAG Heuer. Pehle it was stars like Leonardo DiCaprio and Tiger Woods.

But now, it is Shah Rukh Khan’s turn to join the league.

It will be King Khan who will be the face of the famous challenge of TAG Heuer, ‘What are you made of?’. This phrase is also the common thread linking the past campaign to this daring new one. TAG shot this ad campaign with Shah Rukh earlier this year. The campaign was shot by ace photographer Atul Kasbekar at Mehboob Studio in Mumbai.

This is the third ad campaign that TAG Heuer has shot with SRK — the first two being in 2003 and 2006. The brand ambassador and the watch will be seen in a very close connection highlighting the emotion and sophistication of the association. “This campaign is special and different. It’s very rich and intense in its look and appeal and makes me feel closer to the watch than ever before. The attitude has never been to sell more watches, but to bring to you a different lifestyle based on precision, perfection and passion,” says Shah Rukh.
Adds Jean-Christophe Babin, president and CEO, TAG Heuer, “This 2009-10 campaign is a major evolution of ‘What are you made of?’ It epitomises mental strength and human accomplishments through the likes of Shah Rukh Khan, Maria Sharapova, Lewis Hamilton and Leonardo Di Caprio.” And Atul says, “I’ve worked with Shah Rukh for many years now, so

I know what kind of lighting works for his face. My challenge has been to adapt the international brief for India and Shah Rukh Khan.” Adds Anaita Shroff Adajania, who styled this shoot, “The campaign is extremely smart and elegant. We’ve used beautiful clothes to match the character of this campaign. There is a strong sensuality between Shah Rukh and the watch that he is wearing.”