D’yavol X, the luxury streetwear brand founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva, and Bunty Singh, has rolled out a campaign, ‘Step Into The Light’, to announce the launch of its first luxury eyewear collection. 

The campaign comprises an ad film. 

The film unfolds across a vast desert, built around the brand’s bold, cinematic style. Shah Rukh Khan anchors the story with a mix of intensity and craft. It opens on sun-scorched dunes before he steps into frame, breaking the stillness. A shift in the wind stirs the sand, revealing a hidden frame beneath the surface, the first reveal of the D’yavol X sunglasses. He lifts it, studies its design, then slips it on. As a cool shadow sweeps across the landscape, the camera pulls back to show the sunglasses rising like a sculptural monument in the dunes.

What we think about it: The film nails the mood and scale, with SRK’s presence giving the launch instant gravitas, but the heavy symbolism sometimes overshadows the product itself. It’s visually striking, but the narrative leans more on spectacle than a clear sense of what sets the eyewear apart.

Shah Rukh Khan said, “Eyewear has always been more than a style statement for me - it shapes how I express myself, and how I see the world. Creating our first collection of sunglasses has been both exhilarating and deeply creative. Watching it grow from inspired sketches into beautifully crafted pieces has been incredibly fulfilling.”

Aryan Khan added, “The idea was to build a visual metaphor for what D’YAVOL X stands for - creative scale, precision, and a touch of irreverence. The desert felt like the perfect canvas, vast and unforgiving. And despite the awe-inspiring scale of the surroundings, the brand stands bigger and taller than ever. ”

The campaign sets the stage for the global launch, which goes live on 30th November 2025.