Will Smith really likes Ash!

That Will Smith is a charmer comes as no surprise.

That he could take a roomful of Mumbai's hardnosed entertainment journalists and reduce them to excitedly shrieking girls is, however, something I had not quite bargained for.

Will is in India to launch Sony Entertainment Television's new English movie channel, Pix, and his appearance on Thursday afternoon saw female reporters leap out of their skins.

Witty, affable, superbly quote-worthy and completely up to any occasion, here's a look at how The Fresh Prince Of Bel-Air took over Mumbai.

Taking the stage with trademark showbiz fog machines going off, Will was concerned when Kunal Dasgupta, CEO, SET, wasn't given the same treatment.

"Hold on, hold on... This isn't fair, you didn't get any smoke," he said, casually pulling on an 'upset' face. Then he consoled: "Don't you worry Kunal, we're going to get you smoke later, I promise you, we'll get you some smoke."

Will's already getting into Indian cinema. "I saw Sarkar and was totally blown away by the Big B. In fact, I want to make the announcement that, from this day forward, I want to be known as The Big W," he grinned, cheekily making a reference to his President while making his point.

The actor appeared to have given Indian cinema some thought as he explained why he was around. "I'm meeting with actors, producers, directors. And there is a marriage to be made between the 3-act structure of American cinema, and the beauty of story and colour found in Indian cinema."

"American cinema has become very reliant on technology over the last few years, so there has been a slow death of the story. Today, American audiences are rejecting the big, effects-driven blockbusters lacking a story."

Then, the punchline: "Now, there's no place in the world richer in culture and story than India, so I'm essentially here to save my career!"

Impressively, he knows the Hindi cinema format, something evident in his words. "I love the colour. It's very different from the American musical. In the latter, the song is actually a prop, whereas in 'Indian cinema' -- as I was told is the politically correct term -- the song accentuates the moment that has ended, or an idea that has already ended.

"So it's a concept that is beautiful to me, but I don't know how I would do it yet. But I'd love to make that connection if someone could show me the way."

Well, the journalists made sure he was shown the way -- into their arms!

A television journalist, before asking a question, mentioned that she was feeling weak in the knees. "Weak in the knees? Let me help," parried Will, springing through the crowd and giving the girl a hug emphatic enough to make her forget not just her question, but her name and organisation.

And then, everyone wanted one.

In a ridiculous display of Will-mania, women from the country's biggest publications asked their question and added "and I also want a hug" at the end of it. Will, ever the grinning gent, obliged readily.

But after being overpowered by hug requests getting in the way of answering questions, he finally snapped. He then vaulted into the audience, rock star-style, bounding through rows of giddy women giving hugs to one and all. And this wasn't just for the ladies out front. Will leaped over beanbags and stomped over sofas to make sure all the eager women got some.

Now that's one way to ensure good press.

Oh, and he definitely wants a piece of Ash.

"I wanted to work with Aishwarya for Hitch, that was something I wanted her to be in. She was filming Bride & Prejudice at the time, so we couldn't do that."

"She just has this powerful energy. She doesn't have to say or do anything, just stand there," he gushed dreamily, bringing forth peals of laughter from the crowd.

"Beautiful," he sighed, with a lost expression. And then, the naively delivered double-entendre: "Whatever she wants to make, I'm there!"

He's rather blown by how prolific our industry is.

"800 films a year is a staggering number. When I read it, I thought it was a misprint. How could they make 800 films in the course of a year?" he asked with justifiable incredulity, coming from Hollywood's sub-300 total.

"Last night, at a party, I was with Fardeen (Khan) and Abhishek (Bachchan), and Abhishek was saying he once worked on 22 movies at one time," he rattled breathlessly, a rather unreal statement given the fact that he's done less than 30 films to date. But hey, let's give AB Jr. the benefit of doubt.

"That passion for cinema is overwhelming, and that was the first thing that really caught my eye and I started paying attention."

"The party? Oh, that's top secret, and I can't tell you. No, I'm kidding. Fardeen and Natasha put together a party for us, and we danced well into the night. I'm really looking forward to continuing this relationship and returning the favour when these guys visit the States."

Not surprisingly, he prizes his Oscar-nominated work, calling Michael Mann's Mohammed Ali biopic, Ali, his best performance.

"The most fun I've had was Bad Boys, because it's Miami and tight t-shirts. My next picture is called The Pursuit Of Happiness and I'm really looking forward to it, and y'all going to be seeing that later this year."

Then there's all the Taj-love. "We drove from Delhi to get to the Taj Mahal, it was a one-and-a-half-hour drive. And it's so much about the story, the idea -- I so connected, I understand that kind of love, I understand that kind of connection with femininity. So, walking through there, I was thinking to myself, 'I am Shah Jahan.'

"I just built a house in Barbados and we named the property 'Her Lake', because it has a lake, and it's for the love of my wife (actress Jada Pinkett-Smith). The idea of the sacred feminine and that symbolism, and I connected to the male idea of the need of a monument to show your love."

The public lapped it up, and Will wrapped up the afternoon by showing a few thrilled journos how to get Jiggy With It. What a performer.