Will SRK Boycott Sansui Awards???

Though Shah Rukh Khan is brand ambassador of Sansui, he has decided to boycott this year's Sansui award function if Pritish Nandy attends it. The reason is that his wife Gauri and friend Karan Johar are upset because of Pritish Nandy Communications' ill treatment to them at the premiere of Pritish Nandy's film 'Shabd'. Karan Johar and Gauri arrived at this program with Sanjay Dutt's friend Sharmila Khanna, but Pritish Nandy's daughter Ranjeeta ignored both Karan and Gauri; nobody received them there. Karan and Gauri felt insulted. The Johar group also claims that Ranjeeta threatened Karan that they would not start the show until he is there. This enraged Shah Rukh so much that he decided to boycott it.

How's that possibe. How can he be the brand ambassador and still not go to the awards?