Sri Adhikari Plans Rs 125cr Placement

Omega and Shah Rukh Khan do make a pretty couple. Both are good at what they do and do not believe in understating anything. "I am an upmarket star and I would not feel strange about showing off my (upmarket) Omega," Khan, the latest Omega ambassador, said yesterday.

His flirtations with advertising campaigns and undertaking celebrity endorsements is done as passionately as his wooing of heroines in various films.

"I think, I pioneered commercialisation of stardom by doing campaigns and celebrity endorsements when I started off with the Tata Tea ad. The superstars of yore would not have done such things," Shah Rukh said.

"Shah Rukh symbolises the talented and versatile man of the new millennium. He reflects the image of the young and today's outstanding generation of young achievers who wear Omega watch," said Jean-Claude Monachon, Omega's product development manager. But Shah Rukh has always strived to symbolise the brat-pack which flaunts its achievements unabashedly. "Do not demean me by saying that my fame is due to controversies and luck... I think I work hard and am good," Shah Rukh said, when asked whether the main reasons for his success were controversies (a woman had once claimed that he was her son ) and luck.

But behind that touch of brashness is a thorough professional. "I ta