Bollywood may be built on stardom, but Karan Johar says the real secret sauce is what a celebrity does when the cameras are off. In a candid chat that has quickly caught attention, the filmmaker opened up about how India’s biggest stars are no longer just “faces” for brands. They are builders, operators, and in some cases, hands-on strategists.
And when it comes to celebrity entrepreneurship done right, Johar believes Shah Rukh Khan’s long game with Kolkata Knight Riders is the gold standard. As of February 27, 2026, the conversation is setting off fresh chatter not about the next Friday box office, but about how a superstar’s passion project can outgrow even a film empire.
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Speaking in a conversation with Sarthak Ahuja on YouTube, Karan Johar called Shah Rukh Khan’s investment in IPL franchise Kolkata Knight Riders a defining example of what happens when a celebrity goes beyond endorsement and becomes deeply involved.
Johar recalled SRK’s early entry into the IPL ecosystem and described it as “the first time that there was a genuine, amazing, master partnership.”
He then broke down what, in his view, transformed KKR into a monster business. “Shah Rukh Khan bought a cricket team when it started decades ago, look at the valuation today, why is it? It is because SRK is obsessed, passionate and sincerely active about his liaison with KKR. He is not just adding presence in that stadium or giving his name to that partnership. It is because he strategises, he engages, he obsesses, he gives hours of his time to that liaison. That is why it is such a profitable venture for him and that is why it’s probably bigger than any business in movies that he is engaged with.”
Johar also pointed to Alia Bhatt’s Ed-a-Mamma and Katrina Kaif’s Kay Beauty as examples of celebrity-led brands that thrive because the stars are “genuinely engaged.” “With Kay Beauty, Katrina genuinely engages. I am telling you the success stories. I know what Alia puts into Ed-a-Mamma,” he said, adding that audiences can spot “fake engaging” from a mile away.
Shah Rukh Khan’s Recent And Upcoming Work
On the film front, Shah Rukh Khan’s last major run in theatres came in 2023 with Pathaan, Jawan, and Rajkumar Hirani’s Dunki, a streak that reaffirmed his box office dominance and pop culture hold.
SRK also made a special appearance in Tiger 3 (2023), extending his on-screen presence within the YRF Spy Universe.
Looking ahead, SRK is confirmed to be working on King, an action thriller associated with Sujoy Ghosh’s story and backed by Shah Rukh Khan’s banner, with his daughter Suhana Khan also set to feature. Beyond King, franchise sequels and crossover projects remain in active conversation in the industry, but only King is firmly locked as a confirmed next acting project at this point.
(Also read: Ideas Of India 2026: Shah Rukh Khan’s Message To The Youth Is All About Courage, Sacrifice And Relentless Enthusiasm)
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