SRK AND MEGALOMANIA

He's here, there and everywhere. The box office is chanting Om Shanti Om and every sporting triumph is accompanied by the Chak De India chorus.

Shah Rukh Khan is all over the place like never before. A hockey triumph at the Asia Cup and news channels make a beeline for SRK's comments. The Twenty20 World Cup fnal, SRK is there to celebrate victory along with the cricket team.

It's not enough being a mascot for sporting triumphs, come Om Shanti Om and the 40-something icon's six-pack abs are out to mesmerise. Sureshot material for magazine cover stories on men and the body. And then the publicity blitz for Om Shanti Om - be it soundbytes, interviews, cricket matches and Dard-e-Disco contests.

The film itself did not have much of a storyline to boast of, but successfully evoked nostalgia and retro with mostly enjoyable digs at the past. And ended up being a celebration of SRK megalomania. What else, with over 30 leading stars from the past and present jiving to the beat of Om Shanti Om.

Manoj Kumar's rant at being 'insulted' in the film only served to pump up the publicity. Add a dash of controversy over SRK's thumbs-up for smoking leaving Health Minister Anbumani Ramadoss displeased. And the number one headline over BCCI comments that SRK was attending cricket matches to garner attention to his films.

Early this year one thought Amitabh-Abhishek-Aishwarya would be numero uno in Bollywood. But all the Big B's managed are disasters like Jhoom Barabar Jhoom and Ram Gopal Varma Ki Aag. Worse still, the Samajwadi Party's electoral rout in Uttar Pradesh, with people showing scant regard for his 'UP mein hai dam, kyunki jurm yahan hai kam' ad blitz. And the flak he got for the Barabanki land deal in UP. Busy doing the rounds of temples, a better 2008 is all they can hope for.

Meanwhile, leading British-Asian paper Eastern Eye's list labels SRK the Sexiest Asian man in the world in 2007.