Playing to the type. He is known for his romantic image, and he played it up.
Also, he has a habit of being extra chummy with his lady friends. I mean, holding Alia's pallu for her. There was this Filmfare Award with Juhi.๐ Poor woman was looking like "what should I do?"
PC seems to have taken it seriously. No one else among his heroines did.
https://youtu.be/9eGPxhxbyJI
For all the noise SRK made about being so in love with his wife and chasing her, he is a shameless flirt. It's not the first time he did something like this and sometimes he plays it out as humour. How is that humour when you are out there telling girls in front of the world things like this and your wife is sitting at home?
It didn't look back in the 90s but now it makes me cringe TBH, especially his interview with Lady Gaga.
But in all fairness, it seemed to me like he only played his onscreen persona.