Shah Rukh Khan will be the brand ambassador of Prayag Film City. This is the first of its kind state-of-the-art film making arena in Asia which is a Rs.1000 crore project, spread across an projected area of 2,700 acres.

Prayag Film City is supposed to be a mega size integrated film city complex and a one-stop entertainment destination to be opened to the public in two phases at Chandrakona, West Midnapore, 165 kms from Kolkata. On being asked about the project, Shah Rukh said, "I belong to the industry and projects like this build its future; so I'm very happy to be the ambassador for Prayag Film City".