One of the greatest stars not just of India but of the world, Shah Rukh Khan turned 60 on November 2, marking six glorious decades of charm, intelligence, and inspiration. His fan following transcends borders, drawn not only to his unforgettable on-screen performances but also to his wit, wisdom, and warmth off-screen. It’s no surprise that when you scroll through Instagram, you’re likely to stumble upon one of his old interviews; moments that still entertain, enlighten, and inspire in equal measure. Even in this sphere, SRK has been a trendsetter, effortlessly blending intellect with charisma.
In an exclusive interview with Bollywood Hungama during the promotions of Ek Deewane Ki Deewaniyat, producer Gaurav Verma, who has worked with SRK’s Red Chillies Entertainment for nearly a decade, reflected on this unique aspect of the superstar’s enduring appeal.
Gaurav Verma went back to the pre-digital era when TV was the dominant medium and news channels especially enjoyed high viewership. There was no way a film campaign could afford that much airtime. This is when Shah Rukh Khan came with a genius idea – he used the integration and interviews to seamlessly stitch the film campaign with prime-time viewership.
Gaurav Verma said, “Khan Saab has always been the sharpest mind in the business. He has the ability to make news exciting. He can eventify anything. Until the time news was the medium and digital had not risen, it was a great thing to do, as one could not afford that much airtime. It was a cost-based requirement.”
Aman Gill, who also distributed and marketed Ek Deewane Ki Deewaniyat, along with Gaurav Verma, explained, “What he did for Om Shanti Om (2007) set the template for the future. It was the first film that blasted on interviews, events, advertising and co-sponsorship. It had the first 360-degree campaign. He started this strategy with Main Hoon Na (2004) and it peaked in Om Shanti Om. That became a template for everybody to follow. Ghajini (2008) also followed the Om Shanti Om model with Aamir Khan taking it to another level.”
Gaurav Verma continued, “He has extreme command over this model. He can make his interviews so humorous and entertaining that everyone would be enticed to watch it.”
Aman then said, “Everyone assumed that this was a template that one could copy-paste. But that’s not how it is.”
Gaurav continued, “Soon, the digital era took over. Earlier, you were communicating with your audience through television, that is, news channels. Now, you have a direct channel to communicate in the digital world – on Instagram, Facebook and Twitter. Now if you start doing interviews on social media only, you are losing its value. That is the reason Khan Saab realized that it’s not something he wanted to do and he moved away. He chose to talk to his audience directly through Twitter and Instagram. That person has always had the foresight.”
Have nothing new to say….and old interviews have aged well so….ha ha https://t.co/4RGRYSsceE — Shah Rukh Khan (@iamsrk) October 30, 2025
Shah Rukh Khan talking directly on Twitter has a separate fan base. An ‘Ask SRK’ session recently happened, where the superstar was asked why he stopped giving interviews. SRK, in his trademark style, replied, “Have nothing new to say….and old interviews have aged well so….ha ha.”
Also Read: Shah Rukh Khan to have an intimate 60th birthday celebration in Alibaug
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