Shahrukh Khan has been the brand ambassador for Tag Heur for close to six years now. He further strengthened the bond by shooting yet another ad campaign for them. He has already done two ad campaigns for them in the years 2003 and 2006 respectively.SRK is also a part of the global ad campaign The Knights Of Time that includes the likes of great people like Leonardo DiCaprio, Tiger Woods, Lewis Hamilton and Maria Sharapova who have dominated the era.

Atul Kasbekar who has been working with both SRK and Tag for a long time did the photo shoots for the ad now. He says that knowing what kind of light suits the actor helps you a lot.SRK is very happy with the way shoot turned out. He feels even closer to his watch now saying that it stands for perfection and sophistication.

He is said it many a times how he always wanted to wear a Tag Heur watch on his wrist during his growing days. The great work of Atul Kasbekar with his camera and the lens had made the entire experience so enriching. The costumes of the shoot that are as important as everything else were by Ermenegildo Zegna.

Anaita Shroff Adajania did the entire styling of the shoot and all. She was the woman behind the success of all the stars in movies like Dhoom 2 and Race as she was behind their beautiful outfits and styling. The tagline of the shoot is a very apt one which says what are you made of which asks a good question.