While the two emotionally-charged Khans—Salman and Shah Rukh—are embroiled in a personal tiff, there is one more obvious war of sorts happening between SRK and Aamir Khan ..only this time it’s in the ad world!

An interesting trend is emerging in the advertising world. Whichever product Shah Rukh Khan endorses, a rival company immediately signs up Aamir Khan to endorse their product and vice versa. Don’t believe us? Here’s a lowdown.

Car race
Shah Rukh Khan endorses Hyundai Santro and I 10, Aamir endorses Toyota Innova.

As the cookie crumbles
SRK vouches for Sunfeast biscuits, Aamir gives Parle products his thumbs-up.

Dishing it out
While SRK has been endorsing Dish TV for a while now, Aamir has been recently signed up for Tata Sky

Watch it
SRK is the brand ambassador for Tag Heuer, Aamir is rooting for desi brand Titan.

Getting mobile
SRK features in ads promoting Nokia’s mobile handsets, while Aamir features in ads for Samsung.

And, of course, the two top traditional rivals Coca Cola and Pepsi have Aamir and Shah Rukh Khan as their brand ambassadors respectively.

Ad man Bharat Dabholkar says it’s natural that the advertisers will pit two of the biggest stars against each other. He says, “There are just three or four top film stars that the advertisers want. It all depends on what kind of crowd the star can pull in. Aamir and Shah Rukh are two of the biggest stars. So, it is obvious why, if brand X takes on Shah Rukh, brand Y would want to take on Aamir.”