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.'

About a legend: Ritu Nanda along with Ranbir Kapoor and Rishi Kapoor at the book launch in Delhi on Tuesday.

NEW DELHI: It was an emotional moment for the First Family of Bollywood. Raj Kapoor's young grandson Ranbir Kapoor, whose debut film "Saawariya" hits the theatres next month, released a book on the legendary filmmaker here on Tuesday.

The book in Hindi has been penned by the gifted filmmaker's daughter Ritu Nanda.

Speaking on the occasion, Ranbir said it was an honour and a humbling experience for him to release the book titled "Raj Kapoor": "On many occasions I have been asked how it feels to be born into the Kapoor family. Well, I don't have readymade answers but The Showman continues to be omnipresent. The book written by Ritu Bua will give me an insight into his life and the magic of cinema he left behind for posterity."

Ranbir said the Kapoor "khandaan" was the only family in the world of cinema where four successive generations have been associated with the film industry and who have dedicated their lives successfully to entertaining people.

Stating that everyone in his family was inspired by his father, Rishi Kapoor said Raj Kapoor's contribution towards the film industry was immense. "Ritu has done all of us proud by putting together his life as seen from close quarters. There are a lot of unknown facets about him which this book will bring into light. All of us have gathered today to show solidarity for her efforts."

Earlier in the day, Rishi accompanied by his son Ranbir and sister Ritu went to Rashtrapati Bhavan to present a commemorative copy of the book to President Pratibha Patil. "The President showered her blessings on Ranbir and it was a proud moment for all of us. I am sure that the film-loving public will continue to love and bless Ranbir just as they did my grandfather Prithviraj Kapoor, father Raj Kapoor, and other members of our family," said Rishi.

The book gives a comprehensive account of Raj Kapoor's life as a person and as a filmmaker, his relationship with his children, his passion for movie-making and his much talked about films.

 

22 October 2007 (Sawf News) - Their film is backed by one of Hollywood's biggest production companies - Sony Pictures, it is directed by one of India's best directors - Sanjay Leela Bhansali and its story was penned by one of the world's most well known authors - Fyodor Dostoevsky.

The upcoming Deepavali release of Saawariya is the first Indian film produced by a Hollywood company - Sony Pictures.

Ranbir, 25, is the son of renowned actor-couple Neetu-Rishi Kapoor, and cousin of actresses Karisma and Kareena Kapoor. Sonam, 22, is the daughter of Anil Kapoor, another prominent veteran in the film industry.

 

In Saawariya, Ranbir plays artist Raj, who meets a young woman with a past, Sakina (Sonam), in a chance encounter and they fall madly in love. Based on the short story "White Nights" by 19th century Russian author Fyodor Dostoevsky, Saawariya (Beloved) recounts the passionate love affair over four successive nights.

The presence of Salman Khan and Rani Mukerji in the film is likely to be an added draw and a safety net.

Saawariya has everything going for it so far except the audiences. The pre-release hype has ensured they will come, at least during the first couple of weeks. Going by the promos, Ranbir Kapoor and Sonam Kapoor have the screen presence to draw audiences on their own. But the promos don't tell all - Diction and dialog delivery,