Shah Rukh or no Shah Rukh...

Sharmila Taliculam

Given that it was news fit to publish -- when a popular newspaper announced that Shah Rukh had signed up for an animation film.

Given that it does make sense for the star to have signed on for the film, considering his waning popularity.

Given also that it was the Kellogg's mascot, Moly Bear, slated to star opposite Shah Rukh Khan.

When this correspondent started probing into the animation story, she followed a trail of denials. Both from Shah Rukh's office and from Kellogg's headquarters.

Consider this: "Shah Rukh hasn't signed any such film. This is all false." A source close to Shah Rukh. Well, has he been approached by anyone for a film of this kind? Denial.

Kellogg's India also denies ever signing such a deal. "I am not sure how the press got wind of this totally baseless rumour, but we have not signed such a deal at all," says a Kellogg's spokesperson "They have even spelt our company name wrong!"

It all started a year ago when Crest Communications announced this film. Reported to be a full-fledged feature film, with all the necessary Hindi film, this animation is targetted at both the young and the old alike.

"Indian films must necessarily include something for the adults, too. The latter needs an incentive to take their children to the movies. Because children here don't go alone to watch films," states Sanjay Mani, Vice President Marketing, Crest Communications.

As for whether Shah Rukh and Kellogg's have signed a deal, Sanjay says, "All I can say is that we have signed on a multinational company listed on the Fortune 500. A lead actor has also signed," refusing to divulge their names, citing that they have signed a confidentiality report.

Asked how the news filtered to the press about signing Shah Rukh and Kellogg's, Sanjay says, "I don't know what this (news splash) is about. Because we haven't gone on record to talk about it at all."

Whether or not Shah Rukh has signed on for the film, speculation of what this could do to his image is immense.

His terrific popularity with the young and old alike has taken a beating with the entry of Hrithik Roshan.

Still, knowing Shah Rukh's penchant for experimenting, this particular one would do far to boost his image.

Says Komal Nahata, Editor, Film Information, "Since we are talking hypothetically, I think it would be a great move for Shah Rukh to do this role. Hollywood films of this kind are very popular with children. Though this culture hasn't set in, in India, it would still be very popular."

"Shah Rukh is one of the few actors we have who has always experimented with his roles. He hasn't minded portraying negative roles, for example. This streak in him to be different has helped him a lot. So will a move of this kind."

Meanwhile, we await a formal announcement from Crest Communication about the cast and crew of the film this Diwali.