The king of romance is back in what he does better. The Mumbai-based Hygienic Research Institute has signed up the 55-year old superstar Shah Rukh Khan as their brand ambassador for Streax Hair Colour. The first brand which Shah Rukh Khan endorsed was Liberty Shoes way back in 1988. During the last 33 years, SRK has endorsed close to 44 brands and hair colour is the latest addition to his remarkable portfolio. With fewer movies in action, SRK, it is learnt, is looking at every opportunity to climb up the Brand endorsement rank. According to Duff & Phelps Celebrity Brand Valuation Report 2020, Shah Rukh Khan has moved up one notch to No. 4 commanding a brand value of $51.1 million. At No. 1 is Virat Kohli with brand value of $237.7 million followed by Akshay Kumar ($118.9 million) and Ranveer Singh ($102.9 million). Shah Rukh is trying to move up the pecking order. He has signed a number of brand endorsements contracts and shooting of most of the ad films was done at his residence, Mannat during the second lockdown. The superstar, whose personal net worth, according to Forbes Rich List 2021, is around $690 million also runs a successful production house Red Chillies and is the co-owner of the IPL team Kolkata Knight Riders.