MUMBAI: The common factor for products such as Sona Chandi, Sunfeast, ICICI, Airtel and Videocon is the presence and endorsement of Shah Rukh Khan in product ads.

However, that's not the only factor, another is Red Chillies Entertainment - Shah Rukh's own production house - has produced these ads.

Red Chillies has on board a group of directors who direct these advertisments, which includes Karan Johar, Farhan Akhtar, Farah Khan, Haroun Mirza, Aziz Mirza, Reema Kakti, and Red Chillies' TVC department head, Vishal Punjabi. "We have a big enough panel to cater to different types of commercials. A stylish and sleek commercial is offered to Farhan for direction, song and dance based to Farah," Punjabi says.

Although the TVC department has been functioning for the past three years, it was only this past September that Red Chillies revamped the space and got a whole new team of people to work solely on making ad films and short films, which comprises in house directors, casting directors, stylists and line producers. Within three months, almost 20 ads have been worked upon by the company.

"We are not an advertising agency. We draft the creative only sometimes, because mostly we get scripts that are ready to shoot. Sometimes, we add a few thoughts or ideas. We have worked with agencies like JWT, FCB Ulka, Percept, Ambience, Rediffusion DYR," says Punjabi.

When asked about Shah Rukh's involvement in the commercials, Punjabi says, "He likes to get involved in the creative and the edit also. He has his own creative thoughts to everything. Many a times he has come up with a lot of taglines for commercials as well."

While Karan Johar is involved as a director with the department, it is rare to see him actually direct an ad. "In fact, the first commercial that Karan directed for us was for Airtel with Shah Rukh, which also featured the Kuch Kuch Hota Hai title song. This commercial is on air in the UK, the US and Canada."

In a clipping shot during the making of the ad, Johar said, "I prefer making three hour long films than make 30 second or 60 second commercials. Shah Rukh has been asking me direct commercials since six years. I agreed to direct this Airtel commercial because it was filmi and had my film's song in it."

Reports have it that Johar will also be directing one more ad with Red Chillies for ICI paints starring Kareena Kapoor.

Forthcoming projects include a Pepsi spot and one for ICICI.