Shah Rukh Khan, it seems, is back on his throne. The Bollywood superstar, referred to as King Khan, landed a big blockbuster campaign after what seems like a long hiatus. This time, though, he’s neither running around trees nor spreading his arms wide—his signature romance pose and inspiration for countless memes. Instead, Khan dons an action star avatar, beating up thugs on a high-speed train. As the new face of Thums Up, Khan is adding fizz to not just the drink but also his brand equity.