When one door closes, another opens. After LUX moved on from Shah Rukh Khan and roped in his daughter, Suhana Khan as their new brand ambassador, Lifebuoy seized the opportunity and brought the superstar on board as their new face.
Lifebuoy has long been associated with health and handwashing, but this collaboration with SRK marks a clear shift in its branding approach. So far, it has launched just one commercial—a 20-second video where the Jawan actor effortlessly exudes his signature charisma, casually explaining the soap’s benefits.
The video kicks off with Khan humming, “Tvacha ki raksha karta Lifebuoy (Lifebuoy protects the skin),” before he smoothly adds, “Felt a little different right? Because the new Lifebuoy will take care of your skin 100% better.”
There should have been no missteps with such a short promo—especially with Khan’s charm and smile. Yet, even he couldn’t save the commercial from editing faux pas. Viewers were quick to notice that the Badshaah looked “AI-generated” and “weird”. The commercial quickly became viral, picked up by fan pages, and made its way to Reddit, where it became the talk of the town.
“His face looks AI-generated,” one viewer wrote. “Something about the filters makes him look really weird.” Another Reddit user was convinced that his face had been elongated. “Nose is thinned, eyes are bigger, face is longer than it used to be. Where’s that squarish face we loved?”
However, on Instagram, Khan and Lifebuoy’s collaboration has won their fair share of love with many stating “It’s time to buy Lifebuoy.”
Fans couldn’t resist discussing the actor’s “Lux se Lifebuoy tak ka safar,” with many admiring his grounded persona, commenting, “No A-list celebrity advertises such brands anywhere in the world.”
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King of brand collabs
Shah Rukh Khan is undeniably one of India’s most sought-after brand ambassadors.
When he endorses a product, it’s not just about selling—it’s about forging an emotional connection with his legion of fans.
But, his impact wasn’t created overnight. Khan as a brand ambassador has had a long journey.
And, it is nothing short of a masterclass in using celebrity charm to build lasting partnerships.
It all started with a commercial for Liberty Shoes in 1988, long before he became Bollywood’s King Khan.
In that ad, a fresh-faced Khan showed off the brand’s stylish, and comfortable footwear.
As his TV show Fauji gained popularity in the early 1990s, Khan’s star began to rise, and brands started knocking on his door. His first major commercial hit came in the form of a Cinthol soap ad, featuring none other than his wife, Gauri Khan. This ad marked the real launch of his brand-endorsing career, cementing his place in the advertising world.
But it was Khan’s association with Pepsi in the 1990s that truly made waves. His playful, rebellious persona became the face of Pepsi’s youthful image. The famous catchphrase “Yeh dil maange more (the heart wants more)” from the commercial became a hit. What also helped the collaboration to thrive was SRK’s meteoric rise in the cinema world.
Films like Darr (1993), Baazigar (1993), Anjaam (1994) and Kabhi Haan Kabhi Naa (1994) earned him a loyal fan base but the ‘pan-India star’ title came with Aditya Chopra’s Dilwale Dulhania Le Jayenge in 1995.
However, in 2009, after more than a decade of collaboration, Khan and Pepsi parted ways.
Lux soap, too, was an unforgettable collaboration.
In 2005, Khan became the first male actor to endorse a women’s beauty product in India, taking on the role of a “Lux girl”. His bathtub ad, where he promised to reveal the secret of his good looks while lounging with rose petals, sparked mixed reactions. Some considered it a desperate move, while others saw it as a bold commercial that only Khan could have pulled off.
Khan’s appeal extended to children too. With Sunfeast, he tapped into this audience with fun, lighthearted campaigns that played to his strengths—wit, warmth, and charm.
SRK cheering up a young lad with a fun musical ride in a chocolate dreamland was just enough to bring a smile to the faces of the audience. Whether as the romantic hero, cheeky prankster, or cool athlete, Khan’s versatility made him a perfect fit for a wide array of brands.
Today, Shah Rukh Khan’s collaborations with Dulux, Castrol, Thumbs Up, Denver, and Dubai Tourism continue to evolve, keeping him relevant and influential in an ever-changing market.
And though his recent partnership with Lifebuoy has raised questions among die-hard fans who prefer the unpolished, authentic SRK without airbrush editing, there’s no denying that it’s got everyone talking.
(Edited by Ratan Priya)