Rajeev Chudasama, co-founder and chief creative director of Marching Ants, recently shared his experience designing the teaser and poster for Shah Rukh Khan’s upcoming film King.
Having worked on nearly 750 films, Chudasama said this project felt uniquely special. He admitted he still got “butterflies” while working on it, proving that passion remains his driving force.
Directed by Siddharth Anand, the campaign was unveiled on Khan’s 60th birthday and instantly grabbed attention for its scale and visual excellence. Rajeev said working on a film of this magnitude brought both pride and pressure.
He has collaborated with Siddharth Anand since Anjaana Anjaani (2010), maintaining a strong creative partnership. Rajeev credited both Anand and Shah Rukh Khan for being deeply involved and open-minded throughout the creative process. He added that Khan remains an attentive listener even after decades in the industry.
Their collaboration traces back to Om Shanti Om and multiple Kolkata Knight Riders campaigns.
Due to Khan’s shoulder injury, the original shoot schedule changed. However, the team adapted effectively using an existing bank of over 70 creatives, developed across six to eight months.
The King teaser required a precise balance enough to excite fans without giving too much away. The team experimented with several edits and durations before finalising the one that kept viewers intrigued.
For Rajeev, the true highlight was Khan’s look in the film, which he described as the “biggest trump card,” perfectly matching the actor’s evolved screen presence.
