WHEN Shah Rukh Khan's new image gets more airtime and print space than world issues, you know why he is called the King of Bollywood.

The much-flogged publicity shots of the 41-year-old actor's new rippling biceps and six-pack abdominal muscles were even hotly discussed at a recent leadership summit in New Delhi.

Shah Rukh's abs, which are the focus of the trailers for his soon-to-be released film, Om Shanti Om, have fans from Mumbai to Melbourne buzzing.

He plays the romantic lead in this love story about two lovers from 1977 being reincarnated in 2007.

The trailers, which can be found online on many video-sharing websites, feature a song and dance segment from the film where Shah Rukh emerges from a pool clad in a tight pair of denims.

The rest of the video has him prancing as a construction worker, both topless with a hard hat and in an unbuttoned white shirt surrounded by Caucasian back-up dancers.

Those new killer abdominal muscles are on full display.

Posters of him posing topless are also available for fans to download from the film's website.

Om Shanti Om is directed by Shah Rukh's good friend Farah Khan and produced by his company, Red Chillies Entertainment.

Why is Bollywood's top romantic leading man, who has never performed topless in his films before, going down the path of shameless exhibitionism like Salman Khan?

Salman, 42, has a reputation for showing off his muscles on and off the movie set.

Perhaps peer pressure has finally made Shah Rukh give in.

He told The Times of India: 'The second half of the film required me to look like the current crop of stars with long hair and toned body.

HARD WORK

'Today's stars are so physically fit that I had to work harder on myself. My son always thought I was fat... but now he thinks I look stronger.'

Director Farah who wanted her star to buff up for the film joked: 'He'd promised me that if he ever pumped up and took his shirt off for the cameras, the first time would be for me.'

He told film magazine Screen Weekly: 'I was always keen on this, but thanks to my back problems I was unable to follow up on it. So now I do back exercises, some 500 to 700 crunches every day and diet control.

'I have always looked up to Salman Khan and Hrithik Roshan for being so disciplined and focused in this matter. They guided me too.'

This is not the first time Shah Rukh has created ripples over his body.

In 2005, he was featured in a Lux ad titled Dream Girls where he was shown soaking in a luxurious tub of pink and red rose petals surrounded by actresses Hema Malini, Kareena Kapoor, Juhi Chawla and Sridevi.

But his body then was not as taut as it is now.

Media reports in India speculated that Shah Rukh's reinvention is because he feels threatened by younger, sexier stars like model-turned-actor John Abraham.

But the actor rubbished the idea, telling The Press Trust of India: 'I am trying to play a young, 2007 film star who has a six pack and long hair. I was under no pressure (from the younger actors).

'If you think I am scared of being dethroned as the King of Bollywood, I would say 'shut up'.'

Yet another reason could simply be a commercial one.

MARKETING STRATEGY

Film journalist Priyanka Sinha wrote in her column in Screen Weekly that flogging the star's new body was a marketing strategy.

Om Shanti Om will be released on 9 Nov, the same time as the much-hyped Sanjay Leela Bhansali film, Saawariya (Beloved).

The romantic film stars newcomers Ranbir Kapoor and Sonam Kapoor (no relation) and is marketed and distributed by Hollywood film company, Sony Pictures.

There are reports that Ranbir, 25, also shows off his body in the film.

Both films have had extensive coverage in the Indian media.

Ms Priyanka said: 'The timing is significant - the two films are slated for Diwali (Deepavali) release and SRK (Shah Rukh Khan), always ahead of the pack, has learnt his lessons in media relations well.

'Khan has gone to town, using every available platform to wax eloquent about his six-pack abs, why and how he acquired them, the brand new heroine of his film, Deepika Padukone, and all else related to his forthcoming film.'

But all the publicity seems to be working, reported The Times of India.

While stars like Hrithik and Salman have always been fitness icons, it seems that it is Shah Rukh's transformation which has made the most impact.

The newspaper quoted trainers saying that many of their 40-something clients have come in asking for the Shah Rukh six-pack.

As for his fans, his new body gives them one more excuse to adore their idol.

Student Nur Syabrina Hosneh, 18, told The New Paper that while his new image was 'cool', he doesn't need to take his shirt off to be hot.

She said: 'He will always be loved by others because of his talent and personality.

'He does not need to show off his muscles to gain fame or popularity.'