The Hindi film fraternity in India till date had to put up with two sparring super Khans in the Industry.
As if Salman Khan and Shah Rukh Khan's enmity was not enough, we now have another biggie in the ring - Aamir Khan.
Shah Rukh, who will soon host a TV show ‘Got Talent’, during media interaction alleged commented about the first poster (nude) of Aamir's film 'PK' with rather uncharacteristic tongue-in-cheek humour.
SRK said, "Don't tell anybody else that this is talent." Now this is being penned as a "dig" at Aamir by Indian press.
Always looking for scoop the press wanted Aamir to respond to this "dig".
While revealing PK's second poster Aamir took a moment and then said, "No I won't say anything. I won't say anything.
"I can think of two or three amazing answers right now."
He went on to add, "See, the man who digs a hole for another man, what happens of him, you yourself tell me. Am I not correct? The word dig that you used, it is this dig that I stay away from."
Take that Shah Rukh and it was field day for the journalists present.
So then the undercurrent of rivalry between Aamir and SRK is very much on. Remember how Aamir reportedly named his dog Shah Rukh. While SRK said he was okay with the Aamir calling his dog Shah Rukh, everyone knows the truth.
Coming back to Salman - Did you all really think a hug and a kiss can break down the Berlin Wall between them?
A photo opportunity no doubt and hundreds of articles dedicated when Salman Khan and Shah Rukh Khan famously hugged at an iftar party.
Next day the headlines read - "End of a rivalry", "The Khans bury their hatchet".
Well, it so happened that SRK and Salman were invited in the same party and the host thrust the two in front of the camera.
Two matured human beings greeted in a civilized manner - end of the story.
So is the rivalry over?
Talking to Bombay Times here's what Salman Khan thinks about Shah Rukh: "I like Shah Rukh though we do not get along and don't talk.
"Upar wale ne use itni izzat aur shohrat di hai (Almighty has bestowed him with name and fame) and then there are people who will come and bitch him out to me that I can't stand at all. We are not best friends any more, but are normal and cordial. He thinks. He plans. God has given him a mind and he uses that and is a hardworking man."
And for Shah Rukh he is bored to death answering journalists about Salman Khan.
So then ladies and gentleman presenting the three warring super Khans of Bollywood - Salman, Shah Rukh and Aamir.
May they continue taking "dig" at each other and the tabloids earn their living.