Presenting... A spanking new Brand SRK!

It appears that Shah Rukh Khan is keen to rebuild Brand SRK in the New Year. The turn of the year seems to be heralding a spanking new image for King Khan. The star apparently wants to let bygones be bygones and usher 2013 on a new footing. There were indications that the scenario was changing for quite a while. And now the picture is getting clearer.

New Publicist
For starters, SRK has acquired a new publicist who has been filling our in-boxes with updates about the star from his trip to the Marrakech film festival to his reaping accolades at a recent film awards show. There are snapshots along with a brief of what he has been up to. This definitely came as a surprise but it looks like there is a need to streamline and provide info about him.

Moving Camps
B-Town has this penchant to work in camps. But SRK broke the rules when he agreed to work with Katrina Kaif, the ex-girlfriend of his nemesis Salman Khan. His decision to act in director Rohit Shetty's film a name synonymous with Ajay Devgn another bete noire of SRK, too proves that professionally his brand wants to work with the big names in the industry.

Moving On
Karan Johar, of late, has been bonding with the other Khan big time. With whispers about SRK and his best buddy KJo's bonding not exactly being the way it was, King Khan seems to be forging new bonds.

The year that was 2012 began on a sticky situation when he had an alleged altercation with director Shirish Kunder at Sanjay Dutt's bash for Agneepath in January-end. In May came his infamous squabble with the security officials at the Wankhede Stadium. Then there was also buzz about his extra close bonding with Priyanka Chopra.