The barbs invariably intensify ahead of the release of their films, as the Khans nervously watch the response of their legions of fans.
Aamir, 43, fired the latest salvo when his romantic action thriller, Ghajini, and the romantic comedy, Rab Ne Bana Di Jodi (God Made This Couple), starring Shah Rukh, were released recently.
Shah Rukh is seven months younger than Aamir. "I'm sitting under a tree. A cool breeze is blowing ... Shah Rukh is licking my feet and I am feeding him biscuits every now and then. What more can I ask for?" Aamir wrote in his blog.
Shah Rukh, by the way, just happens to be the name of his caretakers' dog. "When I bought this house, it came with the caretakers and their dog," he said.Obviously, such words are seized upon by the newspapers and magazines, producing instant reams of free publicity for a film.
Indeed, Ghajini has become a blockbuster, grossing US$18 million in the first week of its release, the highest in the history of Hindi films. And a box-office hit is reassurance that a star continues to reign over the Hindi film industry.
A flop would raise doubts about his popularity and marketability. And it could put a dent in the astronomical sums—conservative estimates put it at 100 million rupees ($2 million) per film—that each of the three Khans is said to command.
Thus, it is not surprising that Shah Rukh, also known as SRK, quickly hit back with a snide remark about the buff figure that Aamir shows off in Ghajini, the product of a gruelling 10-month exercise regime.
Shah Rukh himself had already displayed six-pack abs in another film, and noted in a chat with journalists: "I think it's a good strategy. You take the biggest brand in the country, that is SRK.
"The problem is that I cannot use another brand because there is no one bigger than me."Aamir was quick to respond. "People who are No 1 don't state the obvious," he said. "For me, Amitabh Bachchan is No 1. Does he ever make claims about that?
"Does (singer) Lata Mangeshkar make claims about it?" he went on. "Superstars don't need to say anything about their status."Meanwhile, Veer, starring Salman, 43, as an Indian warrior fighting British colonialists, is due to be released this year. So he could not resist tapping the publicity with a few choice words of his own.
Taking a dig at Aamir, he said it would be difficult for the actor to maintain his 'Ghajini' look. "Next time when he takes off his shirt, he will have (nothing) to show," he said in a TV interview.Aamir responded by saying he is an actor, "not a bodybuilder".
Salman, the 'Rambo' of Hindi films, and Shah Rukh have been exchanging barbs ever since their spat at a birthday party for leading lady Katrina Kaif last year.Some media reports said the two traded insults and almost came to blows over Shah Rukh's refusal to make a guest appearance in a Salman film.
You don't stop the car and start reacting to the dog. You don't! There's no point. I don't wish to react. I don't have the time for it," Salman wrote in his blog, reacting to the episode. Of course, beyond the gossip magazines and behind the scenes, the three Khans are friendlier.
"We have high regard for each other. I have no hesitation in saying that I'm charmed by SRK," Aamir said in an interview with bollywoodhungama.com."It's just that media takes an extreme stand; it pits us as either enemies or as best friends. As for all our back-and-forth talks, it just shows that both of us have a good sense of humour," he added.
Shah Rukh, in turn, commended Aamir's work in Ghajini. He even teased Aamir by suggesting that they do a movie together and let the audience compare their six-pack abs."I was scared as I had lost my six-pack and wanted Aamir to say no," said Shah Rukh. "Luckily, he said he has lost his pack too, so let's give a chance to some other actor!"
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