Producer Ritesh Sidhwani says that it was a good idea to make the tattoo permanently his.“The biggest fans of the franchise are kids. Merchandise like caps, T-shirts, bags and other stuff will really be liked by them. It"s been five years since the first film. In this period, the craze for the film has just grown. We"ve realised that protecting the copyright to the tattoo design worn by SRK will keep the franchise alive," the Times of India quotes Ritesh as saying.
According to Farhan Akhtar, the 'D' tattoo was designed as a representation of Don"s attitude. “In a world where men tattoo the name of their beloved on their arm. We thought we should have a subliminal symbol of Don"s confidence in himself. It is definitely not permanent but I think Shahrukh really enjoyed wearing it... maybe it kept him in the character"s frame of mind," the director tells the TOI.