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Cash in with SRK

KKR sponsors use superstar and cricketers to promote currency card; director Kabir Sadanand on the one-of-its-kind commercial.

entertainment Updated: Apr 23, 2011 15:53 IST
Roshmila Bhattacharya

The sponsors of Shah Rukh Khan’s IPL team Kolkata Knight Riders, Matrix, are all set to launch the Matrix Forex Card that promises to facilitate travel abroad. This currency card will not levy transfer charges or any related fee on foreign exchange top-offs as is the case with travellers cheques. Not surprisingly, SRK is the ‘face’ of this cash-and-carry card and on Tuesday, the superstar wrapped up his portions for the commerical at Mehboob Studio.

“Shah Rukh was not keeping well but not one to break a commitment he turned up on the sets at the appointed time and left only after the last shot had been canned,” informs director Kabir Sadanand who is upbeat about the matinee idol starring in the first commercial made by his production house, Frog Unlimited. “It’s a good start and I hope we match up to the sky-high expectations.”

Kabir admits that Shah Rukh has lived up to all the fantastic stories he’d heard about him. “He was a complete professional and not once did he try to hurry us up despite being under the weather. Fortunately, we had spent a day-and-a-half at the studio and pre-set everything. So we didn’t waste a single minute of his much-in-demand time. We finished the shot within an hour.”

On April 24, Kabir flies to Kolkata to shoot with SRK’s Knight Riders, including cricketers Brett Lee, Jacques Kallis and Yousuf Pathan. “Given Matrix and SRK’s connect with the Indian Premier League we have woven in the cricket angle into these commercials. The first one has Shah Rukh and some of the KKR players and the second is with the team alone,” explains Kabir, all praise for Swapan Seth’s concept. “Shah Rukh is projected as a cool dude who is smart about his money and shows others how to handle it well.”

SRK isn’t playing a RA.One-like superhero in this ad who jumps off and blows up buildings but Kabir promises enough of the ‘thriller’ element to make this a one-of-its-kind banking ad. “You can judge it for yourself, it should be out by the month end,” he says.