You have seen them together in the same room, on the same bed. Now the chemistry of the big screen is sizzling on the small screen too. No, we are not speaking of Saif and Kareena. Yes, we are speaking of Saif Ali Khan and Shah Rukh Khan.

The comic moments built around Kantaben’s scandalised reactions to the twosome’s proximity on walking into Saif’s room at inopportune moments in Kal Ho Naa Ho is being carried forward in an advertisement launched this week by Airtel.

In the ad, a passionate Saif follows an unheeding Shah Rukh around — to the balcony, to the room, and even to the bathtub — pleading: “I miss you so much it hurts.” The tension builds up around what come across as intensely guy moments. “We have built on their equation in the film,” admits Ramanuj Shastry, chief creative officer, Rediffusion DY&R, which devised the ad.

The anti-climax comes at the end in the form of Kareena Kapoor, the actual object of the romantic appeal which reaches her through a voice SMS from Saif. The tension is relaxed. It’s just Aman Mathur still guiding Rohit around, so what if the lady love has already been conquered in real life.

The product proposition of being able to send a message in your own voice has been delightfully brought to life by showcasing how men struggle to get emotions right. Starring SRK as the all-knowing guru with Saif as his eager disciple, the ad has been shot by Corcoise Films’s director Prashant Issar, with creative duties at Rediff handled by Ramanuj Shastry and Sagar Mahabaleshwarkar.

“We shot over two days, but Saif and Kareena did not meet as they do not share frames,” says Shastry. But one need not wait till the release of Karan Johar’s forthcoming film, directed by Rensil D’Silva, to check out their chemistry. Airtel has shot a couple of ads with the duo, to promote DTH services and mobility. “The two actors have been a part of our ensemble. If they have a thing going, it comes as a bonus,” signs off Shastry.