Talking to PTI, Shahrukh Khan said, "These terms (like marketing guru) are all nonsensical. I think every actor talks about his films in some or the other way and like them I also do things when my film is about to release. I feel I am no marketing guru." He added, "But I do feel in order to reach out to more people one needs to be innovative so that more and more people can be made aware about your film."
However, Shahrukh Khan has collaborated with Formula One races, as a part of the inaugural Indian Grand Prix. He has also tied up with the brands like Nokia, Godrej Consumer Products, Coca-Cola, Cinthol, Gitanjali Group, Horlicks, McDonalds and others to promote the film Ra.One and its merchandise. On digital front, he has tied up with YouTube, UTV Indiagames, Sony playstation and others.