Shah Rukh Khan lit up Mumbai on Friday as he unveiled a landmark project carrying his own name — Shahrukhz Danube, a 56-storey Dubai-based tower offering nearly 450 sq ft of high-end office spaces. The grand launch, attended by Danube chairman Rizwan Sajan, was a mix of emotion, humour, and signature SRK charisma.

The actor said the honour would have made his late mother proud. “When my kids visit it someday, I’ll tell them — ‘Papa ka naam likha hai, Papa ki building hai,’” he remarked, drawing applause.

In true SRK fashion, the evening was far from formal. He entertained the audience with his quick wit and recreated fan-favourite moments from films like Om Shanti Om and Don. Reflecting on the use of his name, he said, “I never feel important enough to attach my name to anything except my films. That’s my work, and my devotion.” Director Farah Khan chimed in teasingly, “He has already given his name to four people — Gauri, Aryan, Suhana, and AbRam.”

The actor kept the humour flowing, joking that he had turned into “Eid ka chand… kam dikhta hoon, par jab dikhta hoon, kamaal hota hai.” Another fun moment unfolded when he taught Rizwan Sajan his iconic open-arms pose, the famous Don swagger, and the heartfelt OSO dialogue, “Itni shiddat se…”

Speaking about why he agreed to collaborate with Danube, Shah Rukh shared that he was moved by the personal story of Rizwan Sajan’s wife, who has been unwell. He said he felt inspired by the company’s vision of helping people build their futures in big cities, adding, “If I can inspire anyone’s dreams of a home or business, that is the biggest gift for me.”

Shahrukhz Danube will feature premium amenities like a swimming pool and a helipad, and will welcome visitors with a statue of SRK at its entrance. The tower is slated to be completed in the next three to four years, with plans underway to expand similar projects to other cities.

On the work front, Shah Rukh will next appear in Siddharth Anand’s King, co-starring Deepika Padukone, Suhana Khan, Rani Mukerji, Abhay Verma, and Abhishek Bachchan. His banner, Red Chillies Entertainment, has also rolled out the Netflix series The Ba**ds of Bollywood*, marking Aryan Khan’s directorial debut.