Ever noticed how Bollywood's Khan trio - Shah Rukh, Aamir and Salman - readily slams each other before a release? Salman Khan recently criticised SRK and his attack was well-timed - his film Wanted releases on September 18.
Salman lambasted SRK for letting fame go to his head, adding he would have been "more humble" if he was in his place.
He said as both of them became famous around the same time, Shah Rukh grew insecure.
Even Aamir, who boycotted the media till a few years ago, doesn't waste time now to pick on a Khan with the intention of getting publicity. Last year, at the time the hype for Ghajini started, Aamir kicked up a storm by claiming he had a dog called Shahrukh.
"It's a part of the big Bollywood PR machinery. No Khan can attract attention unless he is knocking down the others," says filmmaker Pritish Nandy.
It could be the 40-plus syndrome too. With competition from newcomers, the Khans' clashes come across as signs of desperation to retain attention.
SRK, before the release of Rab Ne Bana Di Jodi last year, created a storm by claiming no other Bollywood actor could sell a film the way he did and that he was the country's biggest brand. Aamir retorted: "People who are No. 1 don't state the obvious."
"If you speak ill of another star, fans will get attracted. That's the way Bollywood functions," says trade analyst Taran Adarsh.
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