Throughout the ad, Shah Rukh spoke about building a strong house. He and Alia were constantly calling Ranbir by the names of his characters like Shiva, Sanju, Jagga, and Rocket Singh. Shah Rukh also threatened them in the ad.

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In the past, when the Jawan trailer released, Alia reacted to her mention in it. Sharing the trailer on her Instagram stories, she wrote, "Aur poori duniya ko chahiye sirf SRK@IAMSRK.. What fabulous fabulous trailer!!!!!! 7TH September tooooooo far away."

Shah Rukh and Alia worked in Gauri Shinde's Dear Zindagi in 2016. The superstar also launched the teaser of Alia's film Rocky Aur Rani Kii Prem Kahaani. The two even collaborated and co-produced Alia’s film Darlings.

In September, the first asset of the brand promotion was unveiled. The clip featured the trio dressed in black. The Jawan theme-inspired track in the ad film was, "RK ka hai wonder, Alia hai showstopper, (Brand Name) ka King Khan hai just like thunder." The caption was taken from Shah Rukh's film, Om Shanti Om. It read, "Picture abhi baki hai."

Shah Rukh's Jawan, co-starring Nayanthara, Vijay Sethupathi, Deepika Padukone, Sanya Malhotra, Priyamani, Sunil Grover, Ridhi Dogra and others broke records with its theatrical release. It marked the Hindi directorial debut of Atlee who is known for his Tamil cinema.