Brands
SRK’s shade upgrade as D’YAVOL X unveils first luxury eyewear line
MUMBAI: Trust Shah Rukh Khan to turn a pair of sunglasses into a full-blown cinematic moment even if it means summoning a storm in the middle of a desert. D’YAVOL X, the luxury streetwear label founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva and Bunty Singh, has stepped into a bold new arena with the launch of its first-ever Luxury Eyewear Collection, an online-exclusive global release that goes live on 30 November 2025.
To announce the leap from couture streetwear to crafted eyewear, the brand has rolled out a striking campaign titled “Step Into The Light,” a moody, atmospheric film set against sculptural desert dunes, shot with the brand’s trademark flair for scale, shadow and cinematic swagger.
The film opens with sweeping aerial shots of sunburnt sandscapes before SRK strides into frame, carrying the calm intensity that has long defined his screen presence. As the winds shift, the dunes tremble, revealing a hidden frame buried beneath the desert. In a slow, deliberate gesture, he retrieves it, studies its edges, and slips it on cue a cooling shadow gliding across the desert as the camera pulls back to reveal a monumental installation of the D’YAVOL X sunglasses towering over the dunes.
“Eyewear has always been more than a style statement for me, it’s how I see the world, and how the world sees me,” Shah Rukh Khan said, reflecting on the brand’s newest chapter. Calling the collection’s journey from sketches to sculpted form “deeply creative” and “incredibly fulfilling”, he spotlighted how personal the project has been for him.
The idea sparked from SRK’s decades-long love affair with sunglasses, a signature that has become near-mythic in Indian pop culture. For the D’YAVOL X team, that spark ignited a full-scale design exercise rooted in precision engineering, premium materials, architectural lines and enduring comfort.
Aryan Khan, who helmed the campaign concept, described the film as a visual metaphor for the brand’s ethos, “We wanted something that captured creative scale, precision, and a touch of irreverence. The desert felt perfect, vast, unforgiving, yet a place where the brand could stand taller than the landscape itself.”
With this launch, D’YAVOL X expands its footprint in India’s evolving luxury market while doubling down on its aesthetic of brooding minimalism, tactile craftsmanship and cinematic identity. The campaign not only teases the eyewear collection but also reinforces the cultural mythology of SRK’s iconic silhouette where a pair of sunglasses becomes both armour and artefact.
Bold, sculptural and unapologetically dramatic, D’YAVOL X’s new eyewear chapter proves one thing, when the King steps into the light, even the desert knows to make way.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
